Stena Line has joined forces with VisitScotland to target what it describes as the ‘lucrative Ulster market’.

The campaign, which encourages visitors from Northern Ireland to take their cars and travel to Scotland with Stena Line, will feature on TV and radio advertising, 48- sheet posters, public relations, e-shots and web-based promotion.

It also includes a special offer from Stena Line allowing visitors from Northern Ireland to travel to Scotland from just £65 single for a car and driver – but only when they book online.

Visitors can take advantage of a discount scheme, the Adventure Pass, which provides special offers on 50 adventure activities, wildlife and sightseeing tours throughout the country.

According to Stena Line, visitors from Northern Ireland brought a total of £146 million in tourism revenue to the Scottish economy last year and the latest deal is expected to boost that figure.

VisitScotland head of UK and Ireland marketing Alistair Gronbach said Northern Ireland is an essential element of Scotland’s inbound tourism strategy.

“We are encouraged that one of the major transport carriers, Stena Line, has chosen to work with us to promote Scotland to visitors from Ireland. It is very important that we promote ourselves to our nearest neighbours as this market makes up a major percentage of our leisure visitors.

“Inbound tourism from Northern Ireland increased by almost 16% in 2007 compared with 2006 and with the current situation in the European travel market, indications are that this will increase again this year as people holiday closer to home,” he said.