Forth’s Timeline, a tourism project that encourages visitors to ‘Unravel Scotland’s History’ has scooped the Association of Scottish Visitor Attractions [ASVA] award 2009 for Best Big Idea.

Highlighting 16 museums, attractions and historic buildings the Forth’s Timeline explores over 2,000 years of Scottish history, featuring the colourful characters and unique objects to tell the captivating story of Scotland’s Forth Valley.

Commenting on the Forth’s Timeline win, the judges said “This project is an outstanding example of both a very original idea and a great collaboration between the various partners. We were impressed by the use of many different media forms” and “it has clearly been an excellent way of developing audiences fro museums, especially in parts of the community who might not normally visit this type of attraction.” “We believe the project offers long-term opportunities for the development of tourism across the Forth Valley and hope it will be recognised as a case study for other to emulate”.

Lindsay Mitchell from Falkirk Council said “It is a fantastic honour to be the first to win the ASVA Award for the Big Idea. We worked in partnership with Stirling Council, Clackmannanshire Council and the Stirling Smith Art Gallery and Museum to enhance the visitor experience in the Forth Valley region. It has certainly paid off and, as well as increasing the number of visitors to our museums and attractions, we were also able to trial new technology to help promote future exhibits and events.”

Joanne Orr, Chief Executive of Museums and Galleries Scotland said: “The Forth’s timeline project really stands out as an impressive example of best practice where collaborative working and resource sharing has unquestionably maximised the tourism offering within the Forth Valley. I would like to congratulate all involved in this fantastic project on receiving an ASVA award.”

The Forth’s Timeline campaign featured an innovate, interactive website, interactive voice recordings within the venues, online video podcasts, promotional leaflet and posters, high-profile PR campaign using historical characters and outdoor advertising.

Big Results

The overall objective was to increase the profile and visitor numbers to the Forth’s Timeline venues, particularly from outside the partner areas. The project met its objectives by attracting new and repeat visitors to the participating attractions:

53% of visitors were visiting the specific attraction for the first time

Nearly half (48%) had visited a partner attraction within the last 12 months

30% were visiting from outside Scotland

One fifth of visitors to the venues were aware of the Forth’s Timeline campaign.

70% of respondents agreed that the campaign would help to increase their interest in the history of the area.

For further information on the Forth’s Timeline contact Lindsay Mitchell, Principal Officer, Visitor Services, Falkirk Council Tel 01324 503798, e-mail: lindsay.mitchell@falkirk.gov.uk

Forth’s Timeline Project Coordinator, Forth’s Timeline, Bett Associates, Contact David Bett Tel 07801 285 101, e-mail david@bettassociates.com