The ‘Wild About Argyll’ campaign is a finalist in the Place Brand of the Year category at the City Nation Place Awards.
The campaign features Scottish endurance cyclist and record-breaker Mark Beaumont and is aimed at promoting the adventure tourism potential of the region.
Argyll and the Isles will fight against other top destinations across the world including Toronto and Copenhagen to take the coveted prize sponsored by the New York Times at a global conference in London on 9 November 2017.
The ‘Wild About Argyll’ campaign, launched in 2016, was the brainchild of Argyll and the Isles Tourism Cooperative (AITC) after it was recognised that the region needed a new brand focus.
The campaign focused on cyclist and adventurer Mark Beaumont on an ambitious 12-day journey across the entire region, involving 12 different sports, 32 individual adventures and an epic challenge every single day. The results were a series of promotional films that have been seen by over 1.6m people online, over 1.1m subway users in Glasgow, 200,000 cinemagoers across the central belt and 15,000 people per day departing Edinburgh Airport.
Although originally aimed at the adventure market, such is the success of ‘Wild About Argyll’; it is now being adopted as the place brand for the region, being used by partners across the board in different sectors. AITC teamed up with Glasgow Life during the campaign to celebrate the unique relationship between the City and Scotland’s Adventure Coast, and have even more ambitious plans for 2018.
Mark Beaumont said: “Wild About Argyll was such an inspiring project to be at the heart of, I was blown away by the pride and enthusiasm from everyone in the region, it felt like this publicity campaign had been crying out to happen, lifting the stone on an untold treasure in Scotland. But this is easy to say in hindsight, it took real insight, a huge amount of hard work and logistics to pull off a campaign that looked brilliantly simple and immediately inspiring, and yet was hugely ambitious and collaborative behind the scenes.”
“Argyll has been overlooked as a wilderness destination. It may have been known for its sailors and empty nesters, but Argyll and the West Coast Isles have amazing landscapes and sports – and people have been missing one of Scotland best adventure playgrounds.The Wild About Argyll campaign has worked brilliantly to transform people’s perception of the area.”
Winners will be selected by an international panel of judges and announced at the City Nation Place conference in London on Thursday 9 November 2017.