By John Glenday

VisitScotland is targeting an estimated £1bn millennial tourism market via the launch of a new TV campaign exclusively targeting visitors between the ages of 16 and 34.

The tourism body is reaching out to the lucrative demographic by way of a commercial campaign on E4 on which an emphasis is placed on outdoor experiences, quirky accommodation and authentic experiences as opposed to more cliched offerings.

From tonight a series of 60-second spots will follow will showcase the experiences of a group of six young travellers as they undertake a week long series of activities, Read full story ›

Source: The Drum