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29 Aug 2012

VisitScotland announces details of £3m autumn marketing campaign

Image: Edinburgh Castle is a popular attraction

VisitScotland is looking to capitalise on a "last minute surge" in potential domestic visitors this autumn after announcing details of a £3m seasonal marketing push.

According to the national tourism agency, there is evidence to suggest that UK residents had delayed their holidays as a result of this summer's London 2012 Games and poor weather.

VisitScotland said that research undertaken by Travelsupermarket had shown 3 million Brits had put plans on hold this summer and could be looking to holiday later than usual.

The new campaign forms part of its Surprise Yourself programme and encourages domestic tourists to holiday at home, while generating an £80m boost for Scotland's economy.

An additional £425,000 will be spent on localised marketing activity through VisitScotland's Explore initiative - specifically targeting Scottish residents to tour different regions.

VisitScotland chair Mike Cantlay said: "Scotland is well and truly open for business and while the poor weather of the summer has dampened Scottish soil it certainly hasn't dampened our enthusiasm.

"That's why we've developed a £3m campaign which will tap into the autumn market and remind people of all the great reasons to holiday closer to home."

Click here for more information about VisitScotland's autumn marketing campaign.