MM Awards

VisitScotland targets billion-pound millennial tourism market with social E4 campaign

Tyrone Stewart
Dunrobin Castle
Dunrobin Castle

The national tourism agency for Scotland, VisitScotland, is looking to capitalise on the estimated £1bn millennial Scottish tourism market with the launch of its new advertising campaign.

The TV campaign, airing on E4 tonight (11 September), has been combined with a Twitter vote to involve millennials. Each night this week will feature a 60-second ad spot, during the first ad break of Celebs Go Dating, where a group of six young travellers will experience a range of activities across Scotland. E4 viewers will have the chance to vote via Twitter on which activity they want the group to take part in each day, using hashtags linked to #ScotE4.

“Scotland is more than haggis, tartan and Nessie, it’s an exciting, contemporary destination filled with unmissable experiences and rich culture,” said Malcolm Roughhead, VisitScotland chief executive.

“We want to make millennials here in the UK aware of all the amazing adventures they can have in Scotland. From camping under a blanket of stars in the Dark Skies Park in Dumfries and Galloway to road-tripping on the North Coast 500, or from relishing delicious vegan food in Glasgow to feeling the adrenaline-rush of canyoning in Perthshire - there is something for everyone.”

Figures suggest that visitors to Scotland aged between 16 and 34 are worth an average of £1.1bn to the Scottish economy, accounting for around 4.3m trips to the British nation each year.