WHAT is thought to be the first national television advert attracting tourists to Shetland launches on Monday.
The advert, made by Promote Shetland in collaboration with airline Loganair, aims to encourage Scots to consider visiting Shetland this summer.
The local tourism industry has taken a significant hit over the last year due to coronavirus restrictions cutting off travel.
The advert – filmed by Burra-based Stephen Mercer – includes the St Ninian’s Isle tombolo, as well as shots of the Eshaness cliffs and a couple kayaking around the shoreline.
Managing director of Promote Shetland organisation NB Communication David Nicol said it was now the right time to push to get visitors to head north as the country emerges out of lockdown.
“The advert has provided an exciting opportunity to explore new ways of promoting Shetland,” he said.
“It has been a bit of a challenge trying to plan, with so much uncertainty, but it definitely feels like the appropriate time to begin promoting Shetland to a wider, domestic audience.”
Loganair chief commercial officer Kay Ryan added: “We are delighted to play a part in helping showcase Shetland’s stunning scenery and all the great reasons to visit this beautiful part of the United Kingdom.
“We are also extremely mindful of our passengers’ well-being, and full details of our ‘Flysafe’ healthy flying protocols are available on our website, along with our ‘Flexprotect’ programme which outlines our flexible bookings conditions as we continue to transition out of travel restrictions.”
Neil Clubb and Natasha Clubb are two locals who feature in the advert as they scope out Shetland’s sights.
“I hope the advert encourages people to come up to Shetland and enjoy all that it has to offer,” Neil said.
“There’s lots of opportunities to get outdoors, from cycling and paddle boarding to birdwatching and fishing. It really is an adventure playground.”
Promote Shetland is stressing the need for all visitors to exercise caution when travelling this year, and there is guidance urging all tourists to the islands to take two lateral flow tests before making their journey.
The project was supported by the STV Growth Fund and match-funding from Promote Shetland and Loganair.
Become a supporter of Shetland News
Shetland News is asking its many readers to consider start paying for their dose of the latest local news delivered straight to their PC, tablet or mobile phone.
Journalism comes at a price and because that price is not being paid in today’s rapidly changing media world, most publishers - national and local - struggle financially despite very healthy audience figures.
Most online publishers have started charging for access to their websites, others have chosen a different route. Shetland News currently has over 530 supporters who are all making small voluntary financial contributions. All funds go towards covering our cost and improving the service further.
Your contribution will ensure Shetland News can: -
- Bring you the headlines as they happen;
- Stay editorially independent;
- Give a voice to the community;
- Grow site traffic further;
- Research and publish more in-depth news, including more Shetland Lives features.
If you appreciate what we do and feel strongly about impartial local journalism, then please become a supporter of Shetland News by either making a single payment or monthly subscription.
Support us from as little as £3 per month – it only takes a minute to sign up. Thank you.Support Shetland News