VisitScotland and ScotRail have teamed up with Beano Studios for the first time to create a new marketing campaign to promote family holidays and day trips across the country.
The two-year campaign aims to use the cross-generational appeal of one of the UK’s best-loved comics and national train operator ScotRail’s Kids for a Quid deal, to promote sustainable travel as part of Scottish tourism’s recovery.
It will target UK families through digital and print advertising, in addition to editorial content through DC Thomson publications, promoting attractions across Scotland.
A special landing page – www.visitscotland.com/beano – has been created with Dennis, Gnasher and Minnie highlighting places to visit in each of Scotland’s seven cities, including dog-friendly days out.
With its use of some of Scotland’s most recognisable comic strip characters, it is hoped the launch of the campaign in 2022 will capitalise on the buzz around the current themed year, Scotland’s Year of Stories. The campaign is part of VisitScotland’s drive for sustainable tourism in line with the national tourism strategy, Scotland Outlook 2030.
“As a brand synonymous with storytelling, deeply rooted in Scotland we couldn’t be more thrilled to partner with ScotRail and VisitScotland on this campaign,” commented Vanessa Andreis, director of franchise planning and partnerships at Beano Studios. “Beano holds such a special place in people’s hearts that we can’t wait to be part of many special adventures and memories for families this year.”
Vicki Miller, director of marketing and digital at VisitScotland, added: “We’re excited to partner with ScotRail on creating our first ever campaign with Beano Studios. By collaborating with one of the UK’s best-loved children’s brands, with an extensive following online and in print, we have the opportunity to extend our reach into the UK family market.
“The campaign will provide a creative way to further support the recovery of the tourism industry while promoting sustainable travel experiences to the benefit of visitors, communities and our environment.”
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