VisitScotland, the National Trust for Scotland and the Royal Botanic Gardens have come together to launch a campaign aimed at promoting Scottish gardens as part of Year of Natural Scotland.
The groups hope to capitalise on Scotland’s £6.2bn ‘daycation’ market with the promotional activity which has targeted more than a million people through bespoke online, advertorial and email activity.
The activity launched on Wednesday 8 May and will run until 17 May with The Union handling all digital aspects of the campaign. Advertorials were done in-house.
Mike Cantlay, chairman of VisitScotland, commented on the activity: “The Year of Natural Scotland is all about getting people out and about across our great land. This new partnership has seen us join with two of the most recognised names in garden attractions to promote what are wonderful and often breath-taking venues.
"We are blessed with so many different things to see and do in this country with days out to suit all tastes, so I’m delighted that we’re giving a special focus to some of Scotland’s most prized natural assets.”
Robert Grant, head of gardens at the National Trust for Scotland, added: “We’re delighted to be working in partnership with VisitScotland and Royal Botanic Gardens to raise the profile of Scotland’s glorious gardens.
“Our gardeners have been working hard, up and down the country, to ensure the gardens are looking magnificent. So now is the best time to visit, enjoy a great day out and perhaps dig up some inspiration for your own garden!”
David Rae, director of horticulture at Royal Botanic Gardens Edinburgh, added: “The Year of Natural Scotland 2013 provides visitors with the ideal opportunity to become immersed in all things Scottish, from the rugged scenery of the Highlands and the splendour of the national parks, to the freshness of the natural larders and the warm welcome from people who passionately care about this wild land.”