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New EmbraceScotland Visitor Website and Jackets Optional Campaign Film Launched

SCOTLAND’S tourism industry is set for a boost with the launch of an exciting new venture to help visitors book the best self-catering accommodation in the country.

EmbraceScotland, from the Association of Scotland’s Self Caterers (ASSC), is the online go-to destination for tourists to custom-build their stay on these shores.

The new campaign, called ‘Jackets Optional’, features both the launch of the brand new web portal for visitors to Scotland, from near and far, and a specially produced film, which showcases the best that Scotland has to offer, whatever the weather. 

The web portal empowers holidaymakers to book unique self-catering holiday cottages directly with operators and provides potential guests with breaks in ‘the real Scotland’, giving holiday let owners a commission-free booking platform bringing engaged guests to their self-catering holiday home.

The film, a legacy to build on VisitScotland’s Year of Stories 2022, 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. The film conveys 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, whether you need a jacket or not.

Fiona Campbell, Chief Executive of the Association of Self-Caterers, said“Scotland has so much to offer every visitor to our country. Unrivaled beauty, striking landscapes, peace and tranquility, and even occasional inclement weather. We are delighted to launch our platform and accompanying film today, to showcase all that Scotland has to offer. Scotland has some of the best destinations anywhere in the world and we want to make it as easy as possible for people planning to visit to find them.”

Vicki Miller, Visit Scotland Director of Marketing, said“Digital channels play a significant role in marketing Scotland both domestically and internationally, helping consumers research and book their trips. Our own research shows that people are seeking out emotional connections when they choose to travel. The EmbraceScotland film shows the variety of what’s on offer, year-round, to meet those needs and boost visitors’ wellbeing.”  

Jackie Robertson, Owner Knoydart Hide, said: “Doing things differently… a stay at Knoydart Hide and Knoydart House Studio Room begins from the moment you step into our world. The slow adventure starts with an individualised and direct personal booking experience to our award-winning honeymoon hideaways. We know how important family and reconnection time is, it’s not just about the hot tub under the stars, the breakfast in bed views to die for or the dolphins escorting your ferry across the loch.  We live and love to create magic for our guests. Going under the radar and above the parapet to share with you our unique sense of place in the West Coast of Scotland where you can slow down beautifully. Cultures, traditions, landscapes, music and people all waiting to be discovered only through EmbraceScotland.”

Embrace Scotland ‘Jackets Optional’ Campaign Film

Editor’s Notes

For more information, contact Victoria Brooks: victoria@assc.co.uk 07868 339404, Association of Scotland’s Self-Caterers

John Crawford (john@halogencom.com) or Fraser McGowan, (fraser@halogencom.comHalogen Communications, 0131 202 0120 or 07999 059089.

A selection of images are available to use with the Press Release on request and the film can be found at embracescotland.co.uk and on EmbraceScotland’s social channels.

Association of Scotland’s Self Caterers

Founded in 1978, the Association of Scotland’s Self-Caterers (ASSC) represents over 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.


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