The organisers of the annual Highlands and Islands Tourism Awards (Hita) have joined forces with Inverness College UHI in a drive to market the region’s appeal to younger people.
It is hoped the initiative will help to reduce the average age of people visting Scotland, with travel-loving millennials – people born between the early 1980s and late 1990s – tipped to soon take over from the over 50s as the generation with the most spending power.
Visual design and communication students at Inverness College UHI have been set the challenge of producing an innovative strategy to sell the north to a target audience of travellers aged under 26.
Students will be asked to come up with designs and branding transferable across social media, digital and print and broadcast platforms, as well as finding new ways to connect with potential young visitors.
Competition winners will have their campaign showcased at the Hita awards ceremony in Inverness later this year.
Hita chairman Craig Ewan, general manager of the Kingsmills Hotel in Inverness, said ideas “must be relevant and inspiring to the next generation of visitor”.
He added: “Theme, style and messaging should all reflect the Highlands and islands.”
Inverbess College UHI visual communication and design lecturer Rachel Burgess said: “Links with the community and partnerships with industry are key to the student experience.
“This is a fantastic project for our students to be involved in, and an amazing opportunity to showcase their talents and make a real difference to the tourism sector.”
