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VisitScotland Destination & Sector Fund

DMBinS has been successful with a funding application to VisitScotland Destination & Sector Fund which will promote Scottish mountain biking on a national and destination level across 2020 and early 2021.

DM Bin S North Highlands 22

What is our campaign in 2021/2022?

DMBinS has been successful with a funding application to VisitScotland Destination & Sector Fund which will promote Scottish mountain biking on a national level through a campaign which will feature a series of destination specific videos featuring Scotty Laughland, paid social media and PR programme, and will use links with Expedia and Decathlon to bring mountain biking in Scotland to the forefront of both experienced mountain bikers and those who have bought a new bike during the pandemic.

To extend the current summer season into late Autumn and early winter, including the October holidays, the campaign will be targeting experienced mountain bikers through our ride guides with new photo content from Scotty Laughland. These webpages will inspire and inform riders about the type and style of adventure, and particular sensitivities, about each of our key destinations. This will ensure responsible mountain biking including visitor management, e-biking, and planning for winter conditions – mitigating the potential impact on mountain rescue (through our collaborative.

The campaign will also refresh itself through a new series of videos, with an extensive PR campaign and strong partnerships that will renew/bring awareness of our world class offer, at the right time of year, when the days get brighter and nights longer, and we transition from winter to ‘summer’ activities. This will inspire bookings for Easter and early Spring 2022.

The new DMBinS website will feature a partnership with Expedia, using an affiliate link DMBinS will incentivise bookings by redirecting 5% of the value of their booking back into sustaining the trail network. This will also provide a seamless process from inspiration through to booking.

Check out our Ride Guide section to explore our key destinations and book you MTB holiday
Ride more...

Why are we delivering this campaign?

Mountain biking has been growing annually however the impact of Covid has seen a dramatic increase in participation across the UK. According to figures from Bicycle Association of Great Britain, in 2020, there were 3.1milliion bikes sold an increase of 31% on the previous year. 40% of the bikes sold in 2020 were mountain bikes (1.24m) and there was an increase in sales of children’s bikes by 35% during the first lockdown of 2020.

As identified through the VisitScotland insight papers this growth can be attributed to more people wanting to get outdoors, experience a physical challenge, appreciate the beauty of nature through adventure, rediscover previous passions and engage in activities as a family.

The campaign will look to take this opportunity to ensure that Scotland is recognised as the premier destination in the UK for mountain biking, capture visitors into a life-long love of our country, and help our key destinations continue to develop their offer and prepare for Scotland to host the UCI Cycling World Championships in 2023.

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