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Ship to Shore

STUNNING images of awe-inspiring landmarks such as the City of Edinburgh’s skyline, Dunnottar Castle and Smailholm Tower are helping to inspire visitors from the Netherlands and Germany as part of a new marketing partnership between VisitScotland and DFDS Seaways.

The digital campaign which also features iconic images of Highland Cows aims to inspire potential visitors to travel to Scotland by ferry using the DFDS Seaways Amsterdam to Newcastle route.

The suite of videos will run across Pinterest, Teads and Outbrain over the next month as part of VisitScotland’s Scotland is Calling activity that aims to ensure Scotland and DFDS Seaways are front of mind with those booking a trip in 2022. It aims to appeal to those returning to Scotland for a cultural experience, as well as a younger adventure-seeking audience.

It marks VisitScotland’s first international partnership with DFDS Seaways since the COVID-19 pandemic and aims to build on the success of previous joint campaigns to help support the continued and responsible recovery of the industry.

In 2019, Scotland welcomed 3.5 million overnight international visitors, which generated 43% of the total tourism spend that year.

VisitScotland Director of Marketing & Digital Vicki Miller said:

“This partnership campaign brings to life the dramatic and varied icons and landmarks across the South and East of Scotland. It comes at a crucial time for visitors from Europe who will be considering their holiday plans for the coming months.”

“By continuing to strengthen our relationship with DFDS Seaways, we aim to raise awareness of what makes Scotland an accessible and fantastic holiday destination for our key markets in Germany and the Netherlands.”

“VisitScotland is working hand in hand with partners and our tourism and events industry to rebuild this vital part of Scotland’s economy and provide the right support to lead the recovery.”

Celest Jansen, DFDS Seaways Head of Campaign Marketing said:

“Our partnership with VisitScotland is a perfect match thanks to DFDS’ presence in the Netherlands and Germany, and VisitScotland’s expertise on beautiful holiday locations.

“The Amsterdam-Newcastle route provides continental travellers the ideal way to get to their Scottish travel destinations stress-free this season. Our passengers are set to benefit greatly from our partnership campaign, as welcoming them onboard means that they can start their holiday the moment they step aboard. They can count on a best-in-class service, with a variety of restaurants, entertainment options and even Duty Free shopping onboard.”

Other locations that feature in the marketing campaign include the Mull of Galloway, Arbroath Harbour, the Isle of Staffa, Culzean Castle and Rosslyn Chapel.

The adverts drive traffic to custom in-language landing pages on

Notes to Editors

Follow us on Twitter: @visitscotnews VisitScotland is Scotland’s national tourism organisation. Its core purpose is to maximise the economic benefit of tourism to Scotland.

The organisation’s key objective is to contribute to Scotland Outlook 2030, the national tourism strategy ambition of pursuing a sustainable and responsible tourism agenda.

This will be supported by five overarching strategies: Marketing, Events, Quality and Sustainability, Inclusive Tourism, International Engagement. Spending by tourists in Scotland generates around £12 billion of economic activity in the wider Scottish supply chain and contributes around £6 billion to Scottish GDP (in basic prices).

For VisitScotland’s press releases go to, tourism statistics and frequently asked questions go to

Where possible, a Gaelic speaker will be made available for broadcast interviews on request (Far an tèid iarraidh, agus far am bheil sin nar comas, bruidhinnidh neach le Gàidhlig aig agallamh)

For holiday information on Scotland go to

For information about business tourism in Scotland go to

Year of Stories 2022 (YS2022) Scotland’s Year of Stories 2022 will spotlight, celebrate and promote the wealth of stories inspired by, written, or created in Scotland. Led by VisitScotland, the Year of Stories 2022 will sustain and build upon the momentum of preceding Themed Years, showcasing a nationwide programme of major events and community celebrations. From icons of literature to local tales, Scotland’s Year of Stories encourages locals and visitors to experience a diversity of voices, take part in events and explore the places, people and cultures connected to all forms of our stories, past and present. Scotland’s Year of Stories will encourage responsible engagement and inclusive participation from the people of Scotland and our visito

A marketing toolkit, featuring an industry guide, FAQs and the Year of Stories 2022 logo, is available on to help businesses, organisations and the travel trade maximise the Themed Years opportunity.

Join the conversation using #YS2022 and #TalesOfScotland.

Following an industry consultation, Themed Years will take place every second year to enable more time for planning and collaboration.

The next Themed Year will take place in 2024.

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Ship to Shore

VisitScotland and DFDS unveil new partnership marketing campaign to help shine a light on all the things Scotland has to offer

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ID 253
Word count 815 words


Licence Editorial A Licence to use assets for editorial purposes, which is, to illustrate an event or story in an article but not commercially such as marketing a product or print ad. An Editorial asset may show a brand, a trademarked logo or product, a public personality, or recognisable people, without a signed release or with limited releases. When you use VisitScotland Editorial content you do so to illustrate Scottish tourism in a positive way.
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Usage Editorial content can be published in a variety of formats ranging from print or digital to online. In print content can be featured in *newspapers *magazines *brochures. Online content can be published in a *blog *website *article or *social media. Regardless of the format this content should always promote Scotland’s tourism in a positive way.