This item was published during the term of a previous administration that ended in April 2007
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Western Isles tourism campaign
05/04/2004
The Western Isles Tourist Board advertising campaign for 2004 was unveiled today.
Throughout April and May bus shelters in Glasgow, Edinburgh and London will carry posters complete with Hebridean sound effects using a marketing technique which is the first of its kind in Scotland.
The new sonic posters have a built in sound system, which plays a three-minute tape whenever the sensor detects pedestrians passing.
Frank McAveety said that Scotland's tourism industry will be boosted by creating, innovative and original marketing campaigns that attract visitors.
Mr McAveety said:
"Tourism is important for the future wealth of Scotland and in providing jobs, particularly in rural areas like the Western Isles. We can harness the natural beauty of the Western Isles and the unique culture and warmth of the people to attract visitors to the islands.
"Over 180,000 visitors travel to the Islands each year and tourism is worth over £39 million to the local economy. This campaign will, I am certain, boost those impressive numbers even further."
Angus MacMillan, Chief Executive of the Western Isles Tourist Board said:
"We are delighted to be using this innovative new technology to promote tourism to the Hebrides. It is an exciting new way of getting the feel of one of the most beautiful parts of Scotland across to our potential visitors.
"We hope that this will excite and encourage more and more people to visit the Hebrides and see and hear the wonderful sights and sounds for themselves."
Tom Richards, Head of Sales for Scotland for JCDecaux, the owners of the bus shelters, said:
"JCDecaux aims for creativity for our clients and we have developed a number of innovative products. The product we have used here is called 'Sonic', which means that we can add a further dimension to the poster, capturing the attention of the potential customer through sound and visual stimulation.
"The Western Isles Tourist Board has used this technology to play sound bites of breaking waves merged with traditional Scottish tunes which really gives holiday makers a feel for what a break in the Western Isles might be like."
The Executive recently announced a £20 million investment package aimed at increasing tourism revenue by 50 per cent over ten years, ensuring that Scottish tourism is in the best possible shape to grow in the 21st century.