The promotion of Largs via social media and the web has been given a £32,000 boost to improve publicity for the town this summer.

Digital films promoting Largs festivals will feature in a new marketing drive to target 'social media' savvy visitors.

Explore Largs is the tourism branding, which has been awarded the promotional money, and is the promotional name given to the Largs BID (Business Improvement District) group.

The cash boost from the VisitScotland Growth Fund will match-fund Explore Largs’ drive to increase annual footfall in the North Ayrshire town by more than 20,000, with particular focus on next month’s Largs Food Fest, Largs Live Music Festival in June and the inaugural Largs Classic Cars Festival in July.

Explore Largs is the business brand of Largs Matters Ltd, which has been set up the Largs BID (Business Improvement District), made up of levy-paying members throughout the whole business community of the town.

The main aim of the year-long, £63,945 campaign is to raise awareness of Largs as a destination among day and short-stay visitors, with the annual number of visitors expected to increase from 622,500 to 645,000 and daily expenditure going up from £31.47 to £32.16 as a result.

Campaign activity will include creating a suite of digital films promoting the festivals on www.explorelargs.com as well as online advertising, leaflets and press trips.

In addition to promoting Largs’ numerous outdoor pursuits, including golf, hillwalking and cycling, as well as the town’s fresh seafood, nostalgia will also play a large role in the campaign, with the slogan: “Remember, Rediscover, Explore Largs”.

It is hoped that visitors will bring their children to the town and have a similar day out to the ones they enjoyed with their own parents.

Annique Armstrong, Regional Director at VisitScotland, said: "We are very pleased to be able to help boost Explore Largs’ exciting new marketing campaign through the VisitScotland Growth Fund.

Through its focus on the festivals and by encouraging visitors of yesteryear to rediscover everything the town has to offer with their children, we are sure it will help to boost tourism and the local visitor economy.”

John Hamilton, BID Manager for Explore Largs, said: “We are delighted that VisitScotland is supporting us in promoting Largs to help boost the local economy. This additional marketing assistance will attract more visitors to Largs over the tourist season, which is the most crucial trading time of the year for local businesses."

VisitScotland is Scotland’s national tourism organisation and its core purpose is to maximise the economic benefit of tourism to Scotland.

The organisation’s core objective is to contribute to the Tourism 2020 Strategy ambition of growing tourism revenues by £1 billion by 2020 nationwide.