Bauer Media creates Visit Scotland’s first podcast series

Bauer Media has created a new podcast for Visit Scotland called 100,000 Welcomes to mark the Scottish tourist board’s 50th anniversary.

Launching today on International Podcast Day, the in-house team at Bauer, led by the recently-appointed Podcast Editor Maria Williams, has worked with VisitScotland informing content, creative direction and production to create the inaugural podcast series.

This comes as over 7M people in the UK listen to podcasts every week and an estimated 62M listen to podcasts weekly in the U.S.

‘100,000 Welcomes’, named after the Scottish Gaelic phrase, Ceud Mìle Fàilte, is Bauer Media’s latest collaboration with a commercial partner to create custom-branded podcast content. The podcast aims to offer listeners the chance to experience an authentic Scotland as seen through its people, targeting visitors in the US and UK.

The series will join Bauer’s growing digital audio product portfolio which now comprises of over 70 podcasts including Q Presents: The Making Of, The MOJO Innovators, Clyde 1 SuperScoreboard and the award-winning The Frank Skinner Show podcast; the UK’s biggest digital station KISSTORY; seven new radio stations from existing brands KISS, Kerrang! Radio and heat Radio; and the relaunched InStream.

Commenting on the partnership, Vicky Foster, Commercial Director, Digital, Bauer Media Advertising said: “Over 7M of us in the UK listen to podcasts every week and they offer commercial partners an opportunity to reach highly engaged audiences. As experts in the power of sound, our in-house digital audio experts have brought VisitScotland’s first-ever podcast to life – enchanting audiences in the UK & US on the beauty of Scotland through world-class audio content.”

Malcolm Roughead, Chief Executive of VisitScotland, said: “Scotland has a wealth of stories and it’s the people and warmth of welcome that sees visitors return time and again to explore our wonderful shores.

“100,000 Welcomes paints an immersive picture for listeners, taking them on an audio journey across Scotland, revealing our dynamic history, culture and character. Having heard the sounds of Scotland, we hope the podcast will inspire listeners to take the next step and give the rest of their senses a memorable experience by exploring the country for themselves.

“Everything we do is about showcasing a destination and visitor experience worth talking about through innovative marketing, partnerships and events to inspire visitors to spend more time and money across the country.”

The series includes five 25-minute episodes, hosted by Scottish travel writer and blogger Neil Robertson focusing on five different themes: adventure and wellness; food and drink; nature, scenery and landscape; culture; and Scotland on screen. It also features Alison O’Donnell (aka DS Alison ‘Tosh’ McIntosh in TV series, Shetland).

100,000 Welcomes will be hosted on online platforms, iTunes and SoundCloud from today – and forms part of the activity to celebrate the national tourism organisation’s 50th anniversary.

In July 1969, the Development of Tourism Act was enacted by the UK Government, allowing for the establishment of an official Scottish Tourist Board.