Client: Fort William Accommodation Marketing Group in association with Visit Fort William

Brief: Bright Light Marketing created a visitor proposition that promoted “Fort William as a destination hub 365 days of the year” through the core themes of food & drink, authentic experiences and storytelling.

To increase accommodation bookings in the traditional off-season and winter months, increase activity bookings, plus cultural and activity attraction awareness through the use of a range of media and targeted advertising utilising video content and messaging.

A campaign identity was created and delivered; Fort William 365 was designed to show that there really is something for everyone to enjoy 365 days of the year. This highly successful campaign was very much centred around the core message of ‘Days like these’.

Fort William is most famous for outdoor activities, in particular walking and climbing.

However, there is a much wider range of activities and attractions to suit all ages and interests twelve months of the year, both outdoors and indoors. With funding from the VisitScotland Recovery Programme, a major marketing campaign was required to position the town and its surrounding area as a truly all year-round visitor destination.

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