THEMED YEAR MARKETING TOOLKIT
Stories are vital to every part of Scotland. Our stories reflect who we are and shape how others see us.
The Year of Stories 2022 will provide businesses and organisations with opportunities to engage and inspire locals and visitors to discover, celebrate and share their own stories of Scotland.
In this digital toolkit you will find information on:
About the Year of Stories 2022
Themed Years showcase the very best of Scotland; its product, its places and its people. You’ll find a packed programme of events and activity taking place throughout each celebratory year as well as lots of opportunities to get involved, whether you're a visitor, a business or an organisation.
Scotland’s Year of Stories will spotlight, celebrate and promote the wealth of stories inspired by, written, or created in Scotland. The year will encourage locals and visitors to experience a diversity of voices, take part in events and explore the places, people and cultures connected to all forms of our stories, past and present. It will contribute to recovery from the pandemic and inspire new stories of Scotland to be shared.
Year of Stories 2022 – scope of the year
The year is designed to be inclusive and diverse, embracing the widest range of activity and content. Partner’s activity can reflect one or all of the five programme strands:
1. Iconic stories and storytellers
Across literature, screen and entertainment, the Year of Stories will celebrate and showcase Scotland’s wealth of treasured and iconic stories and storytellers from classics to contemporary.
2. New stories
We want to shout about Scotland’s new and untold stories. The Year of Stories will shine a light on emerging, fresh and forward-looking talent and highlight the innovators that break boundaries across all forms of storytelling.
3. Scotland's people and places
Our people and places have inspired the widest range of stories and storytellers across the world. The year will promote how Scotland’s diverse culture, languages, landscapes and ways of life – urban and rural – provide a source for all types and forms of stories, encouraging visitors and audiences to find out more.
4. Local tales and legends
Every community has its distinct tales to tell; stories of now as well as those passed through the generations. These are the stories we tell ourselves and share with others to make sense of time and place. The Year of Stories will provide the opportunity for every part of Scotland to tell its story.
5. Inspired by nature
Our encounters with nature are an unfailing source of stories old and new. Whether by the sea or land, along rivers or through woods, in city or country, we discover stories of birds, insects, animals and plants. These stories define our place in the natural world and help to create a more sustainable future for Scotland, as well as a greener planet.
Year of Stories 2022 industry webinar
Over 300 people signed up to our Scotland’s Year of Stories 2022 industry webinar, which took place on the afternoon of Thursday 9 September. During the webinar we heard from a number of VisitScotland speakers on how to get involved in the Themed Year, funding opportunities, how to make the most of Scotland's powerful film and literary connections, and key takeaways from our Year of Stories 2022 Insights Paper.
Watch the webinar
You asked, we answered
A number of questions were submitted during the Q&A session on the webinar. You can read the answers to those questions which included topics such as funding and marketing.