New website and app for pubs tourism initiative launched
A MAJOR new tourism initiative designed to promote Scotland’s pubs to visitors has gone live.
The Scotland’s Pubs & Bars – A Story to Tell campaign, set up late last year by the SLTA, VisitScotland, Tennent’s and Diageo, has unveiled a new website and app as well as flyers, which have been distributed to airports and tourist information centres, and point of sale materials, including beer mats. The initiative has also been promoted on Twitter.
A total of 120 operators from across Scotland signed up to the initiative and shared their venue’s ‘story’. Each outlet is now listed on the new website (scotlandspubsandbars.co.uk), which allows visitors to search for pubs and bars by geographic area or by the ‘category’ into which the pub’s story falls. Categories include architecture, comedy, film and TV, literature, music and whisky.
A member of staff from each venue has been nominated as the resident ‘storyteller’ and will receive a place on a customer service-focused training course to help them ‘bring their story to life’ for visitors.
And the new Story to Tell Award will be presented at this year’s SLTN Awards to the operator that has best used their pub’s story as an effective marketing tool.
SLTA chief executive Paul Waterson said the campaign features outlets from right across the country.
“The 120 pubs and bars involved can now share their unique stories, not only with their Scottish audience but, through various marketing opportunities, the international visitor,” he said.
“Scottish pubs and bars are an integral part of the communities they serve and have a vital role to play in the success of our tourism business.
“We are proud of our trade, our people and our heritage and are determined to make sure our stories help to make 2014 a special year for the Scottish licensed trade.”
Malcolm Roughead, chief executive of VisitScotland, said: “A visit to a Scottish pub or bar is a great way to experience our country’s famous hospitality and that’s what this campaign is all about.
“There has been an excellent response to the initiative and we hope that these premises can benefit from this extra exposure and welcome even more visitors through their doors.”