FOR decades it really was Scotland’s most terrifying but captivating drive. Now it is again, virtually.
The once notorious Devil’s Elbow – the one-in-six gradient Cairngorms switchback immortalised in countless postcards – was bypassed years ago.
But the old winding slog of a road, still in place for energetic cyclists, is being brought back to life thanks to a new app pushing yet another Highland motoring route.
And it has even got its own viewing point – and art installation – so visitors can marvel at the real-world dramatic scenery surrounding what still is Scotland’s highest highway.
The new app is for a route called SnowRoads, which crosses the Cairngorms National Park from Blairgowrie in the south to Grantown in the north.
An alliance of tourism chiefs want this road – essentially the A93 past the Devil’s Elbow to Ballater and then the A939 back to Speyside past Tomintoul and Corgaff Castle – to enjoy the same success of other newly rebranded drives, such as the North Coast 500.
The SnowRoads app, according to its developers, “uses the latest virtual and augmented reality technology to bring the route to life for adventurers”. It includes an “augmented reality treasure hunt” - meaning those who download the app can view a virtual world while looking at the real route through their camera phones.
Developers hope such a game will help keep youngsters making the trip occupied. It is not an “are we nearly there yet?” journey. The getting there is the destination.
Project manager of the SnowRoads for the Cairngorms Business Partnership (CBP), Jennifer Green, explained: “The treasure hunt feature encourages people to stop off and explore the area to truly discover the Cairngorms and the rest of Scotland. It’s also a lot of fun so will keep all the family interested.
“The SnowRoads does not apologise for its heritage, culture, challenging terrain and at times unruly weather conditions but rather, celebrates these things. It encourages people to discover a road less travelled.
“I’m not alone when I say I love to drive through the Cairngorms National Park. This route has local and international appeal for families on a Highland adventure, classic car drivers and cyclists.
“The technology and tools we have developed throughout this project will be invaluable for tourists and businesses alike, as they promote this journey as a bucket-list destination to the world.”
Ms Green added that the app includes history and videos, curated by local people, to allow those passing through to understand something of the humans inhabiting one of Scotland’s most remarkable landscapes.
She said: “We know we have created something authentic that local folk will enjoy because much of the content has been built around local stories and legends unearthed through a major community engagement project where we asked local people what they would like to see promoted as part of the project.” The app even provides a soundtrack for a Highland road trip.
She said: “There is a huge amount of original content in our toolkit including videos narrated by the people who live and work along the route and even our own five-track SnowRoads EP which was composed and produced by Scottish musician, Calum Wood.
“The music Calum has created is emotive and reflective of each area along the way and offers a perfect soundtrack to listen to while looking out at the wild and dramatic scenery of this untouched place.
“The content will continue to build as local people and businesses will be invited to add listings and points of interest along the way which will then be delivered straight to visitors’ mobile phones.”
The Devil’s Elbow installation features a row of benches. There are also viewpoint artworks at Corgarff and in Tomintoul.
A £245,000 grant from Scottish Enterprise was awarded under the Tourism Destination Development Fund towards an overall £315,000 initiative which is being led by Ms Green’s CBP with partners at the Cairngorms National Park Authority (CNPA).
Pete Crane, head of Visitor Services at the CNPA, said: “A journey along the SnowRoads takes you through the Cairngorms National Park and over two of the highest public roads in Britain. This stunning route links five communities with the outstanding landscape and lots of reasons to slow down and experience this truly inspiring area of Scotland.”
Danny Cusick, director, Food & Drink, Tourism and Textiles, Scottish Enterprise, said: “This is a fantastic development. We know that visitors to Scotland are looking for true, authentic and unique experiences.
“Through the use of digital technologies this app will enhance the visitor experience, enabling them to fully appreciate this unique destination and increased business engagement will further develop the tourism offering that attracts both UK and international visitors.”
A similar app was launched for the North Coast 500 route earlier this autumn. It too has stories, music and videos that brings virtual life to Scotland’s other great switchback road, the pass to Applecross in Western Ross. Visitor numbers have soared on that route. Rivals in the Cairngorms hope their SnowRoads marketing will have the same effect.
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