The Scotland Starts Here campaign showcases to visitors that it is in the South that Scotland’s identity and soul were born - not only from a location perspective, but also as the pivotal areas that have shaped the nation’s history and culture for centuries. It comprises of a travel inspiration website www.scotlandstartshere.com , a mobile app and a suite of digital marketing assets including podcasts, eBooks, videos, blogs and social media advertising.
Aimed at visitors from the UK, Europe and International markets, the campaign focuses on four key themes, Hidden Wonders, Active & Outdoors, Food & Drink and History & Heritage. By putting a spotlight on authentic local experiences and award-winning products and businesses, it will increase potential visitors’ awareness of what the area has to offer for short breaks and holidays.
The initial launch of Scotland Starts Here was developed by the Midlothian and Borders Tourism Action Group (MBTAG) on behalf of the Scottish Borders Tourism Partnership and Midlothian Tourism Forum. It signalled the first phase of a new tourism drive across the areas and the wider South of Scotland.
SSDA was set-up in May 2020 and brought together the Scottish Borders Tourism Partnership and Visit South West Scotland to be the new region-wide, industry led organisation for tourism and hospitality marketing and destination development. It is the culmination of two years’ work, conversations and workshops with businesses, local and national tourism representatives, the respective Councils and the South of Scotland Enterprise Agency.