A NEW tourism campaign aims to bring more visitors to Ayrshire by making them ‘fall in love’ with the remarkable coastline and rural scenery.

The SWC300 Touring Road route a new digital campaign led by Visit South West Scotland will use a range of inspiring content to showcase the route which runs through South Ayrshire, Doon Valley through to Dumfries and the borders.

The campaign is set to attract 800,000 people via social media through a creation of new films, images and itineraries as well as work with influencers which will be shared across YouTube, Facebook and Instagram.

VisitScotland have pledged their support to the campaign with a £20,000 VisitScotland Growth Fund award.

The campaign’s theme is that the SWC300 route will make visitors fall in love with South West Scotland.

The campaign will showcase those aspects of the route which offer particular appeal to the key target markets: stunning scenery, a connection with nature and adventure sports.

This theme has been identified as having the best fit with the target markets.

The circular route is approximately 300 miles long and takes in coastline starting from Dumfries and heading along the coastline towards Ayr, before going further inland towards Sanqhuar, Moffat and back to Dumfries.Ian McAndrew, Chairman of Visit South West Scotland, said: “The South West of Scotland is a special place, it has so much to offer, especially to lovers of the great outdoors and that is a message we are working hard to get out there.”