Collaboration in focus: Local photographer Andrew Scott gives “wow factor” to Visit Lincoln’s ‘City and Countryside Guide’

Photographer Andrew Scott is known locally for his iconic images, including of Lincoln Cathedral, and he certainly provided the “wow factor” for the cover photo of Visit Lincoln’s Autumn/Winter 2024 Guide.

Andrew’s passion for photography started when his two daughters were born around 10 years ago. After being lent a DSLR camera he was “blown away” by the technology at the time and it “snowballed from there, leading to the launch of Andrew Scott Photography in 2019.

He captured the photo of Lincoln Cathedral illuminated in purple in the run up to Christmas 2022 and it continues to grab the attention of everyone who sees our latest ‘City and Countryside’ Guide.

Andrew said: “The new lighting systems on the Cathedral allow it to be a multitude of colours. My favourites are purple and blue.

“I did the Castle wall walk to get a different view and I am always trying to think of new ways to sell Lincoln.

“I think it makes it really stand out as it looks really imposing in purple. It’s unusual as you don’t often see it in purple, so it catches the eye.

“Everyone is drawn to the Cathedral which we know, but Lincoln also has the charm of the cobbled streets and the old heritage. There is always a different view, depending on the angle, weather and lighting and the uphill area of Lincoln is just amazing.”

The chance to collaborate with Destination Lincolnshire again was a big positive for Andrew, who added: “Being a Yellowbelly born and bred in Lincoln, I am passionate about my home city.

“I absolutely love working with local organisations to help Lincoln and the businesses here.

“Destination Lincolnshire are brilliant to work with. We have collaborated several times and it’s great and fun, and always good to see my work in print at the end.”

The Guide is produced by Destination Lincolnshire, under our Visit Lincoln brand, twice a year to showcase events, shopping, accommodation and other key local information in Spring/Summer and Autumn/Winter.

Destination Lincolnshire’s Senior Content Executive Emily Pearson explained about the importance of working with local businesses and having the “wow factor” in the cover photo of the Guide.

She said: “It’s important to have an eye-catching image as the guide goes into Visitor Information Centres across the UK to encourage more people from outside the area to come here.

“We have always used the cover to showcase Lincoln in the best possible way and finding that wow factor to capture the city.

“Andrew always manages to capture iconic Lincoln as he knows the city so well and produces the most eye-catching shots. As it is distributed to Visitor Information Centres across the country, the choice of cover photo needs to stand out and compete with other destinations, so we needed a photo that would make an impact.

“This year it was great to collaborate with local photographer Andrew Scott. His photo sums up what’s amazing about Lincoln in one image, and the cover photo shows the Cathedral as a beacon that illuminates the city for miles.”

Destination Lincolnshire’s CEO Charlotte Goy said: “In our destination marketing need to understand what the visitor wants, and our research clearly shows that Lincoln’s ‘Country-Loving Traditionalists’ visitor persona actively look for printed literature.

“Because they are one of our main visitor segments that Lincoln attracts it is important that we deliver printed information for them alongside our digital activity.

“With all of our printed guides, maps and information we always look for the most sustainable way of doing it, so working with suppliers like Ruddocks ensures we are using recyclable paper and doing our print in the most sustainable way.”

The Guide is designed and produced by Lincoln-based creative production agency Ruddocks.

Mel Bradley, Key Account Manager at Ruddocks, said: “We’ve produced this particular Guide four times now and it has developed from the Christmas Market map into a guide that includes Spring/Summer and Autumn/Winter.

“Emily is fantastic and very easy to work with and she is very detailed in everything she sends over. It’s an absolute pleasure to work with Emily and Destination Lincolnshire.

“From our perspective, we know the Visit Lincoln visitor brand and what they are about, so it makes it easy to adapt this brochure each time it comes around.

The Guides are printed by Ruddocks on uncoated material so it can be recycled and all of their paper is FSC accredited. Ruddocks pride themselves on sustainability and are working towards being carbon neutral by 2030.

Take One Media are our distribution partners and distribute the guide to leaflet racks and local businesses, as well as having an online request website on which the Lincoln guide had a prominent feature. They also distribute it to Visitor Information Centres nationally.

Any businesses wishing to request a copy of the Guide, and local photographers who would like to be used on our literature and website, should email enquiries@destinationlincolnshire.co.uk.