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Scotland to shine across Heathrow

Press Releases   •   Dec 17, 2014 15:41 GMT

Today four new animated VisitBritain GREAT campaign images of Scotland are due to go live across Heathrow to coincide with the festive season and attract more international visitors to Scotland. In a joint initiative combining VisitScotland, VisitBritain and Heathrow, the adverts will be showcased across 326 digital screens in the airport’s five terminals for the next three months.

The animated images make up the fourth round of GREAT campaign advertising to feature across the airport this year as part of a 12-month £4 million advertising package granted by Britain’s busiest airport to help VisitBritain promote the country’s nations and regions throughout 2014. The Scotland images are the first of the four rounds of advertising to be animated.

The adverts tie in with VisitScotland’s ‘Meet the Scots’ campaign, featuring real Scottish people and their local travel tips. Spanning the themes of Food, Countryside and Heritage, the new adverts aim to introduce visitors to authentic Scottish ‘ambassadors’ and the experiences they represent. Ethical shellfisher Guy Grieve from the Isle of Mull stars in the food-themed advert, echoing Scotland’s Year of Food & Drink 2015, and Gaelic singer Kathleen MacInnes is pictured in the dramatic countryside around Loch Assynt, while wildlife expert Caroline Warburton appears near Glenfinnan Monument. In the Heritage-themed advert, battle re-enactor Robert Ballantyne is pictured by Stirling Castle.

This activity is part of a 12-month airport advertising campaign organised by VisitBritain and Heathrow to promote Yorkshire, Wales, and the North East and South West of England. For the third round of advertising in September, Heathrow asked consumers to vote for either the North West, the North East, the Midlands or Northern Ireland to be featured in the next round of advertising. After a very close Facebook competition and backed by huge public support, the North East triumphed and five images of the region have been showcased across the airport for the last three months. During the Tour De France, VisitBritain placed ads of Yorkshire across the airport as it hosted the Grand Depart and, prior to that, images of Cornwall, Glastonbury and Devon immediately after the floods.

Joss Croft, Marketing Director at VisitBritain said: “Integrating two tourism campaigns with such fantastic exposure at Heathrow is an opportunity we simply couldn’t miss. Scotland offers great experiences and a warm welcome to our international visitors. This campaign will raise awareness and inspiration to travel, and continue the strong growth in inbound tourism, generating economic value and jobs across Scotland.

John Holland Kaye, Heathrow’s CEO said: “With 255 weekly departures to Aberdeen, Edinburgh and Glasgow, Scotland is by far one of the airport’s favourite UK destinations. This partnership with VisitBritain was designed to inspire passengers to explore further afield in the UK during their visit - or on future trips and we think it’s been a fantastic success.

“The variety of adverts that have appeared across the airport over the last nine months have been breath-taking and we know our passengers have found them stunning to look at. Scotland is a beautiful country and we want to play our part to educate and encourage our passengers of the breadth and beauty that the whole of the UK has to offer. We hope these ads will support Scotland to benefit from their direct link to the UK’s only hub airport.”

Denise Hill, Head of International Marketing at VisitScotland said: “Our Meet the Scots campaign has proved highly successful in reaching out to new visitors in markets right across the globe. The Scots lend a truly authentic human warmth to the campaign and we are delighted that they will now be taking their story to passengers at Heathrow Airport, inspiring them to find out more about out the beauty of Scotland during 2015, the Year of Food and Drink.

“Each one of our campaign ambassadors has been chosen as a real Scot, with their own authentic ‘insider’ tips to share- including where to hand dive for scallops, where to have the most amazing wildlife experiences, and where to find the best local events and festivals taking place across Scotland. Scotland is a haven for unique adventures where the Scots welcome you to their life.”

The Scotland Office Minister David Mundell added: “Heathrow is a gateway to the globe and a hub for businesses and tourists from across the world and this latest GREAT campaign will showcase the very best of Scotland, from our food and drink to our Heritage at the UK’s busiest airport. Through the UK’s extensive diplomatic, trade and consular network GREAT has been a tremendous success across the world and I have no doubt this latest campaign will enhance Scotland’s outstanding international profile even further.”

The first six months of 2014 equated to the strongest first half of a year for inbound tourism to Scotland since 2008. From January to June 2014 Scotland welcomed 1,118,000 inbound international visits – an uplift of 16% on the same period in 2013 and the highest number of visits for six years. The amount spent during visits to Scotland in these first six months was £575 million – marginally lower than the record breaking £620 million spent in 2013 but still higher than any other year apart from 2013.

Notes to Editors:

  • Follow us on twitter: @visitscotnews
  • VisitScotland is Scotland’s national tourism organisation. Its core purpose is to maximise the economic benefit of tourism to Scotland. 
  • The organisation has three key roles:
  1. To market Scotland to all parts of the world to attract visitors
  2. To provide information – and inspiration – to visitors and potential visitors so they get the best out of a visit to Scotland
  3. To provide quality assurance to visitors and quality advice to the industry and partners to help the industry meet and strive to exceed customer expectations
  • VisitScotland works together with tourism businesses to make tourism a success for everyone and ensure the industry continues to grow.
  • The organisation employs 700 people and has offices and VisitScotland Information Centres across Scotland.
  • 2014 is the year Scotland welcomes the world, when it hosts the Glasgow Commonwealth Games, the Ryder Cup at Gleneagles and more than 800 Homecoming events throughout the country.For more information on Homecoming Scotland 2014, go to www.visitscotland.com
  • The VisitScotland Information Centre network is a unique face-to-face channel engaging with around five million visitors and locals each year. Everyone who uses a VisitScotland Information Centre goes on to spend an additional £5.35, generating over £24 million for Scotland’s economy. 
  • According to a recent Deloitte study, tourism employs 270,000 people in Scotland in 20,000 diverse businesses. The same study calculates that the industry contributes £11 billion annually (direct and indirect impact, including day visits) and supports around 10 per cent of employment in Scotland. Almost 16 million tourists take overnight trips to Scotland.
  • Where possible, a Gaelic speaker will be made available for broadcast interviews on request (Far an tèid iarraidh, agus far am bheil sin nar comas, bruidhinnidh neach le Gàidhlig aig agallamh)
  • For holiday information on Scotland go to www.visitscotland.com
  • For information about business tourism in Scotland go to www.conventionscotland.com
  • For more information on VisitScotland’s annual review please go to www.visitscotland.org/about_us/our_focus/annual_report.aspx

Today four new animated VisitBritain GREAT campaign images of Scotland are due to go live across Heathrow to coincide with the festive season and attract more international visitors to Scotland.

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Creating award-winning ‘dishes’ at Glenshee Pottery

Press Releases   •   Dec 17, 2014 12:40 GMT

A Glenshee tourist shop which features fresh, local produce on its tea room menu is celebrating after receiving its Taste Our Best Food and Drink Scheme award. 

Glenshee Pottery, which attracts around 12,000 visitors per year, was awarded the accreditation, which is a joint initiative between VisitScotland and the Scottish Government. Launched in 2013, Taste Our Best is designed to recognise businesses including hotels, restaurants, cafes, takeaways, visitor attractions and B&Bs that not only offer a quality food and drink experience, but include and promote Scottish produce on their menus, to give consumers choice. 

Glenshee Pottery is a family business located on the A93 tourist route and run by mother and daughter, Diana Alexander and Jennifer McNicol. Together, they make hand-thrown pottery using red and white earthenware clay and visitors can also paint their own pots. 

Both Diana and Jennifer love baking a wide variety of treats, including dairy-free scones and cakes and gluten-free brownies. To add variety to the scones, they offer cheese, date and walnut, portmary, syrup and honey, sunflower seed and ginger.

Diana Alexander said: “Wherever possible, we use either our own produce, or source local ingredients. For example, the eggs we use in our baking all come from our own flock of chickens; in season, we use rhubarb from our own garden, and all the raspberries, strawberries and blueberries we use in our baking come directly from the local berry farms, 12 miles away in Blairgowrie, which is known as the berry capital of Scotland.

“The honey in our scones comes from the family-run Heather Hills Honey Farm, just seven miles away, in Bridge of Cally. There, they collect and extract the honey using natural methods that ensure the enzymes, protein and natural goodness stay in the honey. The jam we serve with our scones and put into our cakes also comes from Heather Hills. Their award-winning Scottish preserves are extra fruit jams – all made with over 50% Scottish fruit from the local area and natural cane sugar. Our Scottish milk comes daily from the Bridge of Cally Post Office and General Store.

Results from the 2011/12 Scotland Visitor Survey highlighted that the sampling of local produce is the second highest activity undertaken by visitors when they come to Scotland.

Diana added: “We are extremely pleased to have received the Taste our Best Award as we believe it highlights what wonderful produce is available locally. We believe in supporting other local businesses, wherever possible, and are lucky enough to have local producers just down the road from us, with others that we support being available locally. Our guests love knowing that our scones and baked goods are all homemade.” 

Philip Smith, VisitScotland Regional Director, said: “I would like to congratulate Diana and Jennifer on receiving this award, but it comes as no surprise, as the scope of locally-sourced food featured on their menu really is commendable.

“We know that visitors love authentic, quality Scottish food and drink and Taste Our Best is all about taking this knowledge to the next level and really encouraging the tourism industry and businesses to recognise the real benefits of sourcing, using and promoting local and Scottish produce. We have such a rich natural larder here in Perthshire, with some of the best products in the world right on our doorstep. 

“2015 is the Year of Scotland’s Food and Drink and we hope that all the visitors to our shores this year who are experiencing the range of truly global events across the country will also get to taste the best of Scotland.” 

Funded by the Scottish Government (£450K over three years) and VisitScotland (£470K in kind) with support from Scotland Food and Drink, the Taste Our Best initiative brings together the tourism and food and drink industries. 

Research has shown that visitors are willing to pay up to 15% more for food that is of Scottish or regional origin and businesses that provide local food can typically enjoy higher level sales of up to 20% per year. Visitors currently spend around £800 million per year on food and drink in Scotland and more than 70% of potential visitors to Scotland want to taste traditional dishes, regional specialities and fresh local produce.

The Taste Our Best scheme is the latest addition to VisitScotland’s Quality Assurance (QA) Schemes, which aim to drive up quality in tourism products across the country. Taste Our Best will provide businesses with an assessment of their food provision and their menu by qualified assessors, with those meeting the necessary criteria gaining the award. 

For accommodation providers and visitor attractions, the assessment will take place at the same time as the main VisitScotland Quality Assurance grading, meaning that many tourism businesses that already participate in the QA Scheme will no longer have to apply and pay for a separate food and drink assessment. 

Taste Our Best replaced the EatScotland food and drink QA scheme, which is being phased out.
Further details on Taste Our Best can be found at: www.visitscotland.org/quality-foodanddrink.aspx
More information on the Glenshee Pottery can be found at: www.glensheepottery.com

Notes to Editors:

  • Follow us on twitter: @visitscotnews
  • VisitScotland is Scotland’s national tourism organisation. Its core purpose is to maximise the economic benefit of tourism to Scotland. 
  • The organisation has three key roles:
  1. To market Scotland to all parts of the world to attract visitors
  2. To provide information – and inspiration – to visitors and potential visitors so they get the best out of a visit to Scotland
  3. To provide quality assurance to visitors and quality advice to the industry and partners to help the industry meet and strive to exceed customer expectations
  • VisitScotland works together with tourism businesses to make tourism a success for everyone and ensure the industry continues to grow.
  • The organisation employs 700 people and has offices and VisitScotland Information Centres across Scotland.
  • 2014 is the year Scotland welcomes the world, when it hosts the Glasgow Commonwealth Games, the Ryder Cup at Gleneagles and more than 800 Homecoming events throughout the country.For more information on Homecoming Scotland 2014, go to www.visitscotland.com
  • The VisitScotland Information Centre network is a unique face-to-face channel engaging with around five million visitors and locals each year. Everyone who uses a VisitScotland Information Centre goes on to spend an additional £5.35, generating over £24 million for Scotland’s economy. 
  • According to a recent Deloitte study, tourism employs 270,000 people in Scotland in 20,000 diverse businesses. The same study calculates that the industry contributes £11 billion annually (direct and indirect impact, including day visits) and supports around 10 per cent of employment in Scotland. Almost 16 million tourists take overnight trips to Scotland.
  • Where possible, a Gaelic speaker will be made available for broadcast interviews on request (Far an tèid iarraidh, agus far am bheil sin nar comas, bruidhinnidh neach le Gàidhlig aig agallamh)
  • For holiday information on Scotland go to www.visitscotland.com
  • For information about business tourism in Scotland go to www.conventionscotland.com
  • For more information on VisitScotland’s annual review please go to www.visitscotland.org/about_us/our_focus/annual_report.aspx

Tasting Our Best in Glenshee

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V&A DUNDEE TO EMBARK ON NATIONAL TOUR IN 2015

Press Releases   •   Dec 12, 2014 09:42 GMT

V&A Museum of Design Dundee will begin 2015 with their first touring exhibition visiting more than 70 places the length and breadth of Scotland

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Taste your way around Scotland with the Year of Food & Drink

Press Releases   •   Dec 11, 2014 09:00 GMT

Visitors to Scotland during 2015 are invited to create their own brilliant moments as they discover the world-class, award-winning, protected-status food and drink Scotland is famous for. From Whisky Month to the seafood trail and Michelin-starred restaurants, there is a food and drink experience for all tastes and ages in Scotland.

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People of China to rename Scottish landmarks

Press Releases   •   Dec 05, 2014 09:20 GMT

VisitBritain’s largest ever tourism campaign in China

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Winter events around Scotland in the next few weeks

Press Releases   •   Dec 03, 2014 10:57 GMT

Get the latest updates from across Scotland from our world-class attractions and amazing events!

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£1 million for business tourism

Press Releases   •   Dec 02, 2014 12:22 GMT

Tourism Minister Fergus Ewing has announced a £1 million investment from the Scottish Government to help attract major international conferences to Scotland.

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Dundee wins UNESCO City of Design status

Press Releases   •   Dec 02, 2014 12:16 GMT

Dundee has become the first UNESCO City of Design in the UK, a prestigious award that recognises the huge contribution the city has made to design worldwide.

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Scots businesses urged to look at big picture

Press Releases   •   Dec 02, 2014 10:33 GMT

Digital guru Ben Hammersley addresses business tourism conference

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Cathay Pacific adds more Scottish destinations through code-share agreement with Flybe

Press Releases   •   Dec 01, 2014 16:10 GMT

VisitScotland statment - Cathay Pacific adds more Scottish destinations through code-share agreement with Flybe.

About VisitScotland

VisitScotland provides a comprehensive corporate and consumer PR service for UK and international journalists.

VisitScotland is Scotland’s national tourism organisation. Its core purpose is to maximise the economic benefit of tourism to Scotland.

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