VisitScotland is inviting applications to their new Year of Food and Drink Growth Fund. The Year of Food and Drink runs throughout 2015 and the £100,000 fund has been opened to celebrate the role that Scotland’s natural larder plays in tourism success.
Groups of three or more tourism businesses are invited to apply for grants of up to £20,000 by 28th August 2014. A second round of funding will be made available next February.
The fund will run alongside the existing VisitScotland Growth Fund, and applications will be expected to meet the following criteria:
- Raise awareness and promote the use of quality Scottish produce at home and abroad.
- Increase the use of Scottish produce.
- Increase levels of satisfaction with the food & drink offering amongst visitors.
- Increase visitor spend on food & drink.
Applications will need to demonstrate:
- Alignment with the Tourism 2020 Strategy and the aims and objectives of the Year of Food and Drink 2015
- Fresh ideas and approaches, such as new promotional themes, collaborations, packages, or markets that will inspire customer engagement and additional visits.
- Collaboration and business engagement, demonstrating how businesses are coming together to help support the marketing campaign and growth in;
- Levels of awareness of the quality food and drink offering in their area
- Visitor numbers
- Tourism spend
- Knowledge of target markets and how their proposed activity addresses these markets
- Marketing activity impacts, demonstrating value for money, well costed campaign elements and measurable outputs
- Sustainability of activity post funding. Groups must demonstrate how the outcomes of the marketing campaign will help sustain and build marketing activity in future years
Eligible activity will include:
- National, regional and international campaigns that are additional to core marketing activity
- Post campaign evaluation
- Campaign management
Ineligible activity includes:
- Marketing that targets locals and visitors already in the area
- Core or repeated activity
- Capital costs
Full details of the Year of Food and Drink Growth Fund can be found here.