What rural marketing requires

Rural marketing is rarely one thing. A hospitality business needs photography, a website, direct booking campaigns and a social presence that reflects the seasons. A heritage organisation needs PR, fundraising communications and a digital presence that reaches both local supporters and national audiences. A diversifying farm business needs to tell a new story without losing the authenticity of the original one.

Working with one person across the whole thing — someone who already understands the business and the place — means the marketing stays consistent, the story stays coherent, and nothing falls through the gaps that appear when several different suppliers each do their own piece.

Rural clients across Scotland

Lantra Scotland — a decade of careers storytelling

For over a decade, I’ve worked with Lantra Scotland to produce a wide series of short films filmed across Scotland — showcasing careers in agriculture, aquaculture, horticulture, equine care, forestry, engineering and other specialist land-based professions. Each film follows an individual in their role, capturing them in action and telling their personal story — how they got started, what they love about their work, the challenges they face, and what they’d say to others considering the same path.

The result is an extensive library of honest, relatable films that Lantra Scotland continues to use for careers promotion, education and outreach across Scotland and beyond.

“Thanks to the talents of Paul, our films have been extremely effective in promoting land-based careers. I would happily recommend his services to anyone looking for a creative and cost-effective service.”

— Jim Ewing, Lantra Scotland

Garlyne Brae — new motorhome pitch in the Cairngorms

I worked with Garlyne Brae near Nethy Bridge to support the setup and launch of their new motorhome pitch site — helping this new rural tourism business establish its marketing foundations, communicate its offer clearly, and reach the growing audience of motorhome travellers seeking well-positioned, high-quality pitches in the Cairngorms National Park.

Whitemoss Lodge — luxury eco pods in Perthshire

Commissioned by the new owners of Whitemoss Lodge to create a website that truly captured the essence of the guest experience at this five-pod luxury eco retreat in the Perthshire countryside.

The project began with a thorough review of existing guest feedback — consistently high ratings and warm, detailed comments that shaped the site's content and messaging. I produced a full suite of photography across the interiors, hot tubs, and grounds, captured drone footage for the homepage, and visited local shops, pubs, and attractions to build a rich visitor experience section that helps guests plan their stay.

The business runs on solar power with strong green credentials — something I made sure to capture and communicate clearly through both photography and copy. I also built an integrated booking and payment system for the site’s BBQ hut hire, with options for pre-ordering add-ons — giving the owners an additional revenue stream from day one. The project concluded with a full training session and a photography library for use across social media and marketing materials.

Loch Goil Cruisers

Website design and marketing support for this rural water-based tourism operator — helping them present their offer clearly and professionally to visitors exploring the Argyll coast.