VisitScotland has launched a new domestic tourism campaign in collaboration with DC Thomson, featuring beloved Scottish characters The Broons and Oor Wullie. The campaign aims to encourage Scots and residents in the north of England to explore Scotland's diverse attractions through day trips and staycations this spring and summer.
Building on the success of a previous campaign with DC Thomson's Beano characters, which saw a 44% increase in ScotRail Kids for a Quid ticket sales, this initiative marks the 90th anniversary of The Broons and Oor Wullie. The campaign leverages the cross-generational appeal of these iconic figures to tap into the nostalgia travel trend, aiming to resonate with families and inspire them to discover lesser-known areas of Scotland.
The marketing effort will utilise a mix of print and digital advertising across prominent Scottish publications such as The Sunday Post, Press and Journal, and The Courier. The campaign highlights a variety of experiences, from seaside trips and whisky tastings to boat tours and stays in traditional holiday cottages, showcasing the unique charm of Scotland.
Jill Walker, Director of Marketing at VisitScotland, emphasised the characters' enduring appeal, stating, “The Broons and Oor Wullie have been bringing families together for 90 years, so they are a powerful way to cut through with a domestic audience.” Gareth Whelan, Editorial Director at DC Thomson, added, “Their appeal has never really been about one moment in time, it is about family, friendship and the wee everyday adventures that feel unmistakably Scottish.”
This campaign is part of VisitScotland's broader strategy to boost the value of tourism and events in Scotland, with a focus on sustaining the visitor economy and supporting local communities year-round
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