VisitScotland invests in new media after cash injection

VisitScotland is launching a new media unit following an injection of cash from the Scottish Executive. The tourist board hopes the initiative will attract more visitors to Scotland.

The unit will launch a range of new products, including podcasts, video streaming and text messages aimed at offering improved information and help for tourists interested in holidaying in Scotland.

Tourism minister Patricia Ferguson says that the £550,000 funding, which it will receive over two years, will help Scotland tap into the “limitless opportunities” offered by new media.

She says: “We need to keep ahead of the competition and use increasingly sophisticated methods of attracting visitors.”

The unit will also set up a digital media content library, look into the possibility of an online television channel to promote events and activities and will also consider setting up a networking site where visitors can post comments and views.

VisitScotland is the tourism agency that aims to attract visitors from abroad. In December last year it announced it was searching for commercial partners to help it lure more visitors from England. The activity was led by partnership marketing agency, Cocktail.

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