ASSC Launches New EmbraceScotland Winter Marketing Campaign: “Home is Everywhere in Scotland”

“Home is Everywhere in Scotland”

Glasgow, November 12, 2024 — Today, at the ASSC Regional Gathering in Glasgow, the Association of Self-Catering Operators (ASSC) is excited to launch its latest marketing campaign, “Home is Everywhere in Scotland.” This new initiative aims to showcase the unique “home-from-home” experience offered by self-catering properties across Scotland during the winter months.

The campaign, which will run throughout the winter season, encourages both last-minute visitors and those planning ahead for 2025 and beyond to experience the magic of a Scottish winter. With a focus on self-catering accommodation, the campaign highlights the diverse and flexible options available -from rural retreats to city escapes – and positions Scotland as a more affordable, yet equally enriching, alternative to the often-costly winter holidays elsewhere.

Embracing the True Meaning of Home

The “Home is Everywhere in Scotland” campaign beautifully taps into the essence of what makes a Scottish winter holiday special – comfort, warmth, and the simple joys of life. With a focus on self-catering stays, it highlights the opportunity to slow down and experience Scotland’s diverse landscapes and communities in a more intimate and personal way.

The appeal of a winter holiday in Scotland is unique, from escaping to a cosy cottage by a crackling fire to exploring the serenity of the remote Highlands or indulging in the romantic charm of a city. Self-catering offers the chance to feel truly at ease, providing the perfect balance of relaxation and flexibility. Guests can enjoy the comforts of home, like home-cooked meals, unwind at their own pace, and indulge in ‘me time,’ ‘family time,’ or ‘us time,’ all while being surrounded by the moments and natural beauty that make Scotland feel like home, wherever you are.

“When you’re on holiday, home can sometimes feel like an intangible idea – a place that gives you that warm, familiar feeling. It’s what draws you into a cosy pub after a day of exploring or makes you pause to admire the bakery’s window display, freshly baked sourdough in hand. It’s not just about the building – it’s the ambience, the people, and the experiences that make a place feel like home.

In the right self-catering holiday cottage, this feeling of ‘home’ is all around you, no matter where you are in Scotland. Whether you choose a charming cottage in the countryside, a city apartment, or a quirky cabin by the sea, you’ll quickly find that the comforts of home aren’t limited to your four walls. They’re everywhere, waiting for you to embrace them.”

Exciting Opportunities for Visitors and Operators

Throughout the winter season, the campaign will feature exciting content and engaging opportunities for both visitors and operators. Social media contests, quizzes, and prize giveaways will be featured alongside inspiring blogs, last-minute availability and special offers.

Visitors will be encouraged to share their “home-from-home” moments in Scotland on social media using the campaign hashtag #HomeInScotland and tagging EmbraceScotland. Content showcasing the winter charm of Scotland, along with expert tips for making the most of a winter escape in the country will be shared regularly through EmbraceScotland’s channels.

ASSC Marketing Members, will have the chance to participate in the campaign by promoting their accommodation through EmbraceScotland’s social media channels and website, and by being featured in blogs and newsletters that showcase Scotland’s best winter escapes.

What’s Next for Visitors and Operators?

The campaign will continue to share fresh, engaging content, inspiring visitors to embrace winter in Scotland. Upcoming features include:

• A Cosy Scottish Winter: What to Expect and What to Pack
• The Cosiest Cottages in Scotland for a Winter Stay
• How to Make the Most of a Winter Break in Scotland
• Sustainable Winter Travel: Eco-Friendly Options for Your Break in Scotland

Whether visitors are drawn to the serenity of the Highlands or the charm of a bustling city, the campaign invites everyone to discover their “home-from-home” in Scotland this winter.

About EmbraceScotland

EmbraceScotland, developed by the Association of Self-Catering Operators (ASSC), is a marketing platform that promotes sustainable, inclusive, and high-quality self-catering accommodation across Scotland. Through its Committed to Quality Scheme, EmbraceScotland ensures that all listed properties meet the high standards expected by both visitors and the Scottish tourism industry.

About the ASSC

Founded in 1978, the Association of Scotland’s Self-Caterers (ASSC) represents al,ps 1,700 members, operating self-catering properties throughout Scotland, from city centre apartments to rural cottages, to lodges and chalets, to castles. Our vision is that the ASSC takes the leading role in advancing a vibrant and prosperous self-catering sector recognised as pivotal to the future of Scotland’s tourism economy. Our purpose is to empower our diverse and professional membership, enabling them to deliver exceptional experiences to guests. Our focus is on supporting businesses and communities in the promotion of Scottish self-catering as a sustainable, inclusive and responsible form of accommodation.