New campaign aims to bring youngsters to scenic Ayrshire

A new film aimed at encouraging young people to visit Ayrshire and Arran has been created.

Take a Different Path, which is supported by a useful eBook, has been delivered by VisitScotland, the national tourism organisation in partnership with North, South and East Ayrshire Councils, to showcase the diversity of the region and encourage visitors to explore the area for longer.

It is hoped the video will particularly appeal to a younger audience and show them how intriguing and vibrant Ayrshire and Arran is as a place to visit.

The film, developed with the support of Whitespace, follows a young visitor as they explore a number of locations across the region, including the Machrie Moor Standing Stones, Culzean Castle and Country Park and the Scottish Dark Sky Observatory.

Featuring the region’s hidden gems as well as popular attractions, the video looks to encourage visitors to experience all that Ayrshire and Arran has to offer.

This is the first time all three Ayrshire and Arran councils have worked with VisitScotland to produce this kind of content. It is hoped the assets will be shared and used by local industry to help promote the area as a whole.

The supporting eBook gives more detail about each of the filming locations, as well as some additional attractions, and provides useful links to visitscotland.com and business’ websites for further information. Using a simple design, it allows visitors to enjoy outstanding imagery of the attractions as well as learning more about them.

The project is particularly apt as Scotland celebrates the Year of Young People 2018.

Gordon Smith, VisitScotland regional director, said: ‘This fantastic video and eBook are a great way to showcase the region to visitors, particularly young people. From Brodick Castle and Country Park to Ayr Racecourse, the Scottish Maritime Museum to Dumfries House, some of the best locations in the area, both well-known and rare, are highlighted by this exciting new content.

‘It was also great to work with South, North and East Ayrshire Councils on this project. VisitScotland champions collaboration and spearheads digital innovation to promote local areas and ensure they experience the benefits tourism brings.’

The Graffiti Project on Kelburn Castle by Largs, Ayrshire (Photo: VisitScotland)

Councillor Alex Gallagher, North Ayrshire Council’s cabinet member for economy, said: ‘The film highlights the beauty of Ayrshire, from our castles and parks to our scenic coastline and our beautiful islands of Arran and Cumbrae.’

Councillor Brian McGinley, South Ayrshire Council’s Portfolio Holder for Enterprise, Tourism and Leisure, said: ‘The new film and eBook tell a colourful, vibrant and inviting story about the many fantastic visitor destinations we have here in Ayrshire and Arran – some of which will be known worldwide and others that are true hidden gems.

‘As the birthplace of both Robert Burns and the Open Golf championship, it’s great to see these attractions showcased alongside arts and culture, castles and heritage, major events and, of course, our stunning coastline and seas.’

The Dark Skies Observatory in Dalmellington (Photo: VisitScotland)

Fiona Nicolson, tourism development officer at East Ayrshire Council, said: ‘Ayrshire is such an accessible region to visit both for day trips from the central belt or longer stays from further afield.

‘In these days where people are looking for new authentic experiences, there is an abundance to be discovered here in Ayrshire and working with VisitScotland allows us to spread that message far and wide.’

The full list of locations featured are:

Kelburn Castle, Fairlie; Millport, Isle of Cumbrae; Dean Castle, Kilmarnock; Dumfries House, Cumnock; Scottish Dark Sky Observatory, near Dalmellington; Ailsa Craig; Culzean Castle & Country Park, Maybole; Ayr Beach; Robert Burns Birthplace Museum, Alloway; Ayr Racecourse; Rozelle House Estate, Ayr; Royal Troon; Scottish Maritime Musuem, Irvine; Brodick Castle & Country Park, Isle of Arran; Machrie Moor Standing Stones, Isle of Arran.