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ASSC Launch New EmbraceScotland Website and ‘Jackets Optional’ Marketing Campaign

We’re delighted to share with you the news that the ASSC has today officially launched the EmbraceScotland website and consumer marketing campaign ‘Jackets Optional‘.

As part of the campaign we will be releasing an exciting new film on Tuesday 24th January – be ready to be inspired and to share as far and wide as possible. Thank you!

The ‘Jackets Optional’ campaign aims to inspire visitors to book directly with the self-catering owner through the new EmbraceScotland website. Inspirational and authentic content will be shared through storytelling, film and beautiful images of Scotland. The campaign film supports the legacy of VisitScotland’s Year of Stories 2022 and not only gets to the heart of the beauty and serenity of our country, but it also shows the nostalgia and the sensory overload you can experience in Scotland. It explains that a self-catering holiday in Scotland can be about relaxation or it can be an adventure. It could be an adrenaline rush, or it could just be about getting away from everything you’re used to. And on the odd occasion, you may not need to bring a jacket.

Own it, Share it, Embrace It!

By sharing this campaign far and wide, you will be supporting local businesses by encouraging visitors to book directly with the owner and helping us to promote Scottish self-catering as a sustainable, inclusive and responsible form of accommodation at the heart of Scotland’s tourism offer. There is no better time than now to support a sector so vital to Scottish Tourism with a worth of £867 million to the Scottish Economy.

Website embracescotland.co.uk is a marketing platform developed by the ASSC and is for professional self-caterers in Scotland to showcase their property and encourage direct bookings for exceptional experiences. The website aims to give the consumer confidence that they are booking with operators who adhere to the ASSC member ‘Commitment to Quality Scheme’ maintaining the principles of “quality, integrity, cleanliness, comfort, courtesy and efficiency” and to offering visitors to Scotland consistently high standards within their self-catering.


  • The campaign hashtag is #EmbraceJacketWeather
  • We also encourage the use of #EmbraceScotland

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