Westray is one of the most  northerly of the Orkney Islands and, with the gradual demise of commercial fishing, tourism is a targeted growth industry sector here.  Whilst the island is extremely attractive in its own right, it was found that a significant number of Orcadians had never visited Westray and this promotion sought to exploit that fact.

The Westray Winter Warmer targeted Orcadians living on the Orkney Mainland and offered them an extremely attractive package of two nights stay at a number of Westray's two, three and four star hotels with the ferry cost of car and occupants included. It has now been running for over three years and has been highly successful in filling hotels beds during what was traditionally the very quiet months of October through to March.

Orkney the Brand devised the promotion, negotiated the deals with participating hotels and b&bs and initially provided financial support although the promotion has since been fully taken over by the hoteliers themselves as a very important annual marketing tool.