Our Newcastle-based communications team have collaborated with VisitScotland on a unique partnership to celebrate Scotland’s Year of Innovation, Architecture & Design.
On behalf of our client Vango, we brokered the partnership between Scotland’s national tourist board and the leading camping brand, as part of our publicity initiative to celebrate Vango’s 50th Anniversary. Running across the summer and autumn months, the partnership, which aims to raise awareness of the wealth of design talent and innovation in Scotland’s outdoor industry, includes a number of activations and is already seeing high levels of engagement.
As part of the partnership, members of the public from across the UK have been competing to win a deluxe camping trip to Scotland. Meanwhile people across Scotland are being challenged to test their speed and agility in a competition to see how quickly they can blow up a Vango Airbeam tent. It is just one of the activities on Visit Scotland’s special helian coo vans that are touring events and attractions across the country to engage with locals and visitors alike. Karol Marketing is also leading a media engagement programme to invite lifestyle and consumer journalists from across the UK to explore the country’s innovation, architecture and design for themselves.
Malcolm Roughead, Chief Executive of VisitScotland, said: “From textiles to technology, architecture to fashion and design, the Year of Innovation, Architecture and Design is shining a spotlight on this country’s greatest assets and icons, as well as our hidden gems. We are delighted to be teaming up with Vango – a Scottish company with a proud history of innovation – to promote camping in Scotland and encourage even more people to enjoy a holiday in our great outdoors.”
Karol Marketing’s founder and managing director Stefan Lepkowski commented: “We’re delighted to have been able to bring together two of Scotland’s leading brands in support of Scotland’s Year of Innovation, Architecture & Design. It’s a real thrill to be able to combine our strong heritage of working with outdoor and mountaineering brands and our proven-track record of working on similar campaigns across the UK to support Visit Scotland at this exciting time.”