Promote Shetland works with journalists, PR professionals, broadcasters and content creators to tell compelling stories from Shetland, covering topics such as travel, culture, business, education, innovation, and everyday life.

We are always keen to hear from individuals and teams who wish to feature Shetland in the media or are interested in filming on location in Shetland. We also enjoy partnering with influencers to showcase our spectacular islands. Contact us at info@shetland.org so we can help plan your trip.

Media resources

We provide high-quality images, video and background information to support coverage of Shetland across a wide range of topics. Our resources span not only places to visit, but the realities of island life – from workspaces and schools to industries and events.

Our media library includes image galleries, broadcast-ready video and B-roll, press releases and background information, as well as key facts and brand assets — all designed to make it easier to include Shetland in your content. Please email info@shetland.org to discuss your requirements.

Shetland in the media

Shetland regularly features in UK and international media, not just as a destination, but as a place shaping conversations around culture, energy, space, sustainability and rural innovation.

Recent coverage includes features on the islands’ fire festivals and its growing space and renewable energy sectors, and journalism exploring what it means to live, work and thrive in an island community.

Filming in Shetland

Shetland’s dramatic and varied landscape, rich wildlife and rugged beauty have long caught the imagination of film and documentary makers. If you're interested in filming in Shetland, head to our Filmmaking in Shetland page to see how you could take your project from concept to reality.

We can support filming and production projects with location advice, local contacts, logistics and permissions, as well as coordinating media visits and project enquiries.

If you have a specific film project you'd like to discuss with us, which showcases Shetland as a destination to visit, live, work, study or invest in, please send an email to info@shetland.org.

Creator-led and self-produced content

If you’re a creator working on a self-produced film, YouTube series or digital project, Shetland offers the space, depth and originality to tell something distinctive. Many creators take a long-form, personal approach here – exploring not only visiting the islands, but living, working, studying and building a life in Shetland.

While creator-led projects remain independent, we can help by suggesting itineraries, sharing useful local contacts and offering accommodation guidance.

Recent examples of creator-led content

What makes Shetland a great story?

Endless angles. One distinctive place.

Shetland offers depth, authenticity and originality – qualities audiences increasingly value. Shetland’s stories extend far beyond the visitor experience. They are shaped by people who choose to live and work here, by students and researchers, by businesses investing in the islands and by communities adapting to change while holding on to strong traditions.

Popular content themes include:

  • Landscape and nature – wild coastlines, seabirds, otters, dark skies and dramatic weather.
  • Culture and traditions – fire festivals, music, crafts, language and living heritage.
  • People and community – island life, creativity and contemporary rural living.
  • Adventure and slow travel – walking, sea kayaking, food journeys and off-season experiences.
  • Innovation and industry – renewables, space, fisheries, sustainability and future-focused island economies.
What makes Shetland a great story?

Let's work together

Media visits and collaboration

Whether you’re planning a short visit, a longer research project or ongoing coverage, we can help connect you with the people, places and perspectives that bring Shetland’s stories to life.

Support can include tailored media itineraries, advice on access and timing, introductions to local voices and organisations, and coordination with partners across culture, business and education.

Get in touch today at info@shetland.org.

Shetland on screen