Destination Orkney has secured a major tourism award for its partnership work on an innovative marketing campaign aimed at attracting visitors to the islands for short weekend breaks.
The organisation, which represents around 500 tourism businesses in Orkney, won the Working Together for Tourism category of the Highlands and Islands Tourism Awards 2019 (HITA), following the successful delivery of its See You at the Weekend campaign.
Destination Orkney received its accolade at the HITA awards ceremony, staged in the Drumossie Hotel near Inverness, at the start of the month (Friday, 1 November).
Running over autumn 2018 and spring 2019, See You at the Weekend promoted Orkney as a short break destination, with five themed itineraries and films covering Orkney’s Viking and wartime history, the landscapes and seascapes of the islands, Orkney’s World Heritage site, and the work of local food, drink and crafts producers. A key platform for delivery of the campaign was the Orkney.com website.
Local tourism businesses provided seasonal offers as part of the campaign, which also included visits to the islands by leading social media influencers.
The campaign received significant funding and support through the VisitScotland Growth Fund, and was part funded by Destination Orkney and Orkney Islands Council (OIC). The project was also supported by the LEADER funded Digital Media Orkney project, managed by OIC and Highlands and Islands Enterprise.
Elaine Tulloch, chief executive of Destination Orkney, said: “We’re so thrilled to have won this important award, which recognises the hard work of all our staff and supportive campaign delivery partners.
“The key objectives of the See You At The Weekend campaign were to build the shoulder months, establish and promote short breaks, enhance visitor dispersal and inform visitors of all the wonderful things to see and do in Orkney during autumn and spring.
“The campaign continues to prove very popular with visitors and its success is undoubtedly a reflection of the collaborative nature of the programme, which has drawn together some fantastic creative talent and expertise. This is a real boost to everyone involved and is testament to the way we approach our destination management in Orkney, which relies heavily on partnership working.”
The Digital Orkney project has been part financed by the Scottish Government and the European Community Orkney LEADER 2014-2020