Destination Marketing for Loch Katrine

Here is the story of my ongoing destination marketing support for Loch Katrine, home of The iconic Steamship Sir Walter Scott. Projects include PR, photography, video, events, designing, website development, and grant applications. Loch Katrine is an exciting attraction to work with, a destination rich with heritage located within The Great Trossachs Forest.

The Birthplace of Scottish Tourism

Loch Katrine in the Trossachs is rightly considered the birthplace of Scottish Tourism. The works of Victorian artists and writers first attracted people to this beautiful part of Scotland with their descriptive words and paintings. Sir Walter Scott's 1810 poem 'The Lady of the Lake, ’ a blockbuster publication of the day, had the most significant impact, drawing early tourists to see the landscapes he so vividly described.

Steamships on Loch Katrine

Rowing boats took Loch Katrine visitors to see the scenery described so vividly. In 1843, Steamships became a feature of Loch Katrine, a tradition that has continued for over 180 years, with the Sir Walter Scott Steamship introduced in 1900 and still sailing today.

Save our Steamship Appeal

Sadly, Sir Walter Scott Steamship went out of commission just before her 120th birthday due to significant damage to her boilers. However, thanks to the SOS Save our Steamship appeal, £750,000 was secured for the restoration, allowing the much-loved Steamer to resume sailing in June 2023.

I helped create, promote, and manage the appeal for the charitable trust that protects the Steamship. The public could make donations through a dedicated appeal website that I created. We also secured significant national PR, which helped make the appeal successful.

In June 2022, we secured £130,000 of funding through National Lottery Heritage Fund Scotland. Click here to read more. To coincide with the return of the Steamship, we developed a new multimedia exhibition and created (with STV) a television commercial for the attraction (see below).

The Loch Katrine Destination

Loch Katrine is part of a large National Nature Reserve popular with walkers and cyclists. Passenger cruises by various boats depart regularly from Trossachs Pier, which also has Eco-Lodges for overnight stays, a gift shop, a café, and cycle hire.

National Radio Coverage

Our recent marketing actions have helped raise the destination's profile. The highlight was a 5-minute interview with Loch Katrine's Managing Director by Alan Carr and Melanie Sykes on BBC Radio 2 to an audience of 8 million people.

I have created an extensive bank of photographs and videos of Loch Katrine, widely used online and in brochures, posters, magazine articles, etc.

Queen Victoria Heritage

I also helped to promote and manage a series of events, including themed weekends for families and a re-enactment for the 160th anniversary of Queen Victoria's visit of 1859 to open the new waterworks. To this day, Loch Katrine still supplies water for much of West and Central Scotland through the same aqueduct system.

Destination Guidebook

I worked on content and oversaw the development of a new mini guide for the destination, which has been printed in several languages to cater to overseas visitors. The double-sided concertina guide points out the historical landmarks around the loch and the wildlife likely to be spotted on a walk, cruise, or cycle.

New Exhibition: Story of Steamships at Loch Katrine

Read how I created a new multimedia exhibition at Trossachs Pier, telling the Story of Steamships at Loch Katrine.

Story of Steamships on Loch Katrine Exhibition

For the 2023 return of the newly restored Steamship Sir Walter Scott, I curated exhibition content to tell the story of Steamships on Loch Katrine—the multimedia exhibition is on the covered walkway approach to the Steamer at Trossachs Pier.

Passengers preparing to board the Steamship Sir Walter Scott for a cruise can listen to audio dramatisations telling the fascinating story of the Steamer's first two captains and the visit of Queen Victoria (click links below to play audio). There are also information panels and a short video presentation with restoration footage. For visitors with limited vision, there is a braille model of the Steamship, with braille interpretation, part of a series of improvements for those with accessibility needs.

Rhoderick Dhu Viewpoint

A new footpath and viewing tower will open in Spring 2024, allowing visitors to Trossachs Pier to enjoy the view that inspired Sir Walter Scott to write ‘The Lady of the Lake.’ I am working on the PR to raise awareness for this exciting new addition to the Trossachs landmark.

Trossachs Trail

Steamship Sir Walter Scott is the emblem of Scotland's first geographical trail, The Trossachs Trail, another project I have worked on, helping develop a map, guide, website, and refreshed brown signs along the 40-mile trail.

Destination Marketing Services

It is a pleasure to work for Steamship Sir Walter Scott Trust, a charity that preserves the iconic Steamer for the nation. The story of ongoing destination marketing at Loch Katrine for The Steamship Sir Walter Scott Trust. Projects include PR, photography, video, events, designing, websites, and grant applications. This is an exciting attraction to work with, a destination rich with heritage nature.

Please get in touch if you would like to discuss a marketing project in Scotland.