Scottish Canals: Diversifying Destinations During Post-lockdown Restart
Throughout the national COVID-19 lockdown during spring and summer of 2020, Scottish Canals witnessed a marked increase in the use of their towpaths by people keen to get outside for exercise.
Their ‘Welcome Back’ and ‘Be Safe, Be Smart, Be Kind’ campaigns performed well across social media channels, supported by innovative stencil-messaging and signage on the canal network to disseminate the open-for-business and health and safety messages.
During the pandemic, regular communications were sent to stakeholders highlighting the response to the crisis and providing reassurance of Scottish Canals’ compliant approach to managing the situation. Through open and transparent marketing and communication initiatives providing consistent, clear, and simple messaging, destinations were successfully reopened, engaging with customers and inviting them back to the canals.
The Falkirk Wheel saw a huge influx of walkers and cyclists, eager to use it as the perfect stopping-off point on their journeys. As lockdown eased, people wanted to experience some level of normality, be it a socially-distanced walk with friends, taking their kids to a play park, or meeting family outdoors for a coffee and chat.
The Falkirk Wheel (TFW) team were particularly reactive to this market once restrictions allowed. As one of Scotland’s first Destinations to reopen in June, the outdoor catering facilities meant they could immediately diversify their offer and start to welcome visitors back, even before they could invite them inside the visitor centre.
Alongside a vintage Airstream caravan, the wood-fired pizza ovens could barely keep up with demand, both at TFW, and at ‘neigh’bouring destination, The Horsebox, in the shadow of The Kelpies. These street-food offers allowed guests to enjoy a day out as soon as restrictions were lifted. This gave teams the opportunity to concentrate on preparing the indoor café, gift shop and boat trips, tailoring them to their new, socially-distanced and COVID-compliant versions.
At the Caledonian Canal Centre on the banks of Loch Ness, though physically distanced, the pandemic brought many people closer together. It was the start of a new world, and whilst Fort Augustus and its neighbouring villages of Invergarry and Invermoriston were lucky enough to have no COVID-19 cases, the impact was definitely felt in other ways.
Determined to approach the situation in a safe and welcoming manner, local businesses met weekly through Zoom, forming The Great Glen COVID-19 Group. More than 80 businesses joined these calls, and with help from the Fort Augustus Community Company, secured £5,000 funding for community-based hand sanitizer units. A charter was developed, as well as a logo, Microsoft Teams page, online banner and newsletter delivered to 900 households, providing unity and a clear message in the approach of working together. The weekly sessions were a moral support for many and allowed locals to join forces on the safe re-opening of their communities to visitors.
The Great Glen COVID-19 Group has since become the “3 Glens Working Together”. Their focus is to encourage lengthier visits to the area, promoting year-round visitor activity and extending the traditional season. Going forward the hope is to concentrate on new tourism projects and continue their collaborative efforts to put the 3 Glens on the map as a safe and exciting tourism hotspot.
Cara Baillie, Senior Destination Development Manager said: “Across the entire Scottish Canals network, the Destinations Teams have really harnessed the opportunity to diversify during these challenging times. We now find ourselves at the start of a New Year, and are confident that with the arrival of the vaccine, coupled with our teams’ continued enthusiasm, we will be ready to reopen as soon possible for the 2021 season ahead. Watch this space!”
Cara Baillie, Senior Destination Development Manager
