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NorthLink Ferries is targeting an upsurge in tourist figures for Orkney, Shetland and north mainland Scotland with the launch of an ambitious marketing strategy for 2007.

The company marked the start of that campaign today (Monday, December 11) with the launch of a new all-encompassing consumer brochure, a comprehensive guide to Orkney and Shetland. It is hoped the brochure and the associated marketing campaign will help attract more than 10,000 new visitors to the area in 2007, with local businesses reaping the associated benefits. 

The brochure, ‘Simply Inspirational’, is a colourful and informative 60-page tourist guide to contemporary social and cultural life in the Northern Isles. It replaces the current 12-page guide and includes extensive destination information on what to see and do and a detailed guide to accommodation and local services such as car hire, tour guides, retailers and food and drink.

More than 100,000 copies featuring specially commissioned photography have been printed, and the brochure’s publication marks the beginning of NorthLink’s marketing effort which includes television advertising on STV and Channels Four and Five. A print ad campaign will run concurrently in the Scottish national press and, for the first time, NorthLink competitions, features and adverts will be broadcast on national radio stations such as Real Radio between January and April.

Gareth Crichton, commercial director of NorthLink Ferries, said: “The brochure will be the essential guide for people travelling to the Isles in 2007. Our ambition was to create a comprehensive piece of print that would detail the many attractions that Orkney and Shetland have to offer and the ways in which the Isles are unique and distinct, both from the mainland and from each other."

NorthLink believes this campaign can help achieve further growth in passenger numbers – 300,000 people travelled with NorthLink in 2005 – with an increase of more than 10,000 passengers during 2007 the initial target.

Crichton added: “In aiming to attract more tourists to the Isles we will place particular focus on developing specific target groups such as those in the 24-44 age range and the family holiday market. Ultimately, the aim is to establish Orkney and Shetland as ‘must see’ destinations for a broad range of people and for many years to come.”

“We’ve had a great response to the new brochure from businesses in Orkney, Shetland and the north of Scotland, for whom the document provides a very effective platform for them to put themselves in front of potential customers. There will be more such opportunities for local businesses when advertising slots are made available on our website and on board our vessels in the new year.”