Cairnie Fruit Farm
Tell us your story
Our Global PR team builds and nurtures relationships with key press across the globe to ensure that they become the trusted source of new ideas and opportunities. We need quality story hooks and plenty of them to pique interest for a holiday in Scotland.
If you have a good story to tell, send it to us for consideration in our pitches, press releases and newsletters.
What makes a good story?
Is the story new and current?
Think new = news. New openings always work well with our media partners.
Is it quirky or unusual?
Something slightly out of the ordinary is more likely to get picked up.
Does it evoke an emotion?
Tapping into emotions helps to deepen engagement with your audience.
Does it tie-in to trends?
Align with current travel trends to help us access coverage in the biggest titles. Have you seen a trend or story in the press that you could link your business to? Recent examples gaining traction include multigenerational travel, workcations, wild wellness and gig-tripping.
Is it relevant?
Different people have different interests. Consider what market, title or audience you want to attract.
Are you trade-ready?
This is particularly important for engaging with international markets. Find out more on working with a travel distribution partner.
"So what?"
What makes you excited about your business, what makes it different, what is the talkability factor that will make potential visitors sit up and take notice?
Tell us what’s new for 2025
We produce and distribute regular communications to our database of key press contacts in the UK, France, Germany, US, Canada, China, Australia, and Middle East. We pitch the latest stories, themes and angles in a punchy, teaser format – for both consumer and trade publications.
A key element of this activity is our ‘What’s new for 2025’ section, which consumer titles look out for each autumn to plan their travel editorial calendars for the next year.
If you have something to shout about for 2025 – new openings, tours, people, experiences, or trends that you’re adopting and shaping your offering towards – please send these stories to travelpr@visitscotland.com for us to consider for potential inclusion in a communication or pitch to press.
Support a press trip
Press trips and visits allow journalists to experience everything a destination has to offer first-hand, from its scenery and attractions to accommodation and food and drink. This allows them to tell authentic stories to their audience which result in greater credibility, engagement and trust.
We operate a rolling programme of press trips throughout the year, designed to showcase a range of sectors and regions in all seasons. Any offers of support to host journalists are gratefully received and help us to extend our programme further.
If you’d like to offer support for accommodation, activities or experiences in return for potential exposure in a publication please email us at travelpr@visitscotland.com. We’ll always work with you to ensure the press trip is the right fit for your business.
