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Channel 4 and VisitScotland in interactive campaign first for E4

Press Release   •   Aug 22, 2017 08:30 BST

Channel 4, in partnership with VisitScotland, today announces a unique interactive TV campaign that invites viewers to take part in and direct a series of ads across a week.

Launching on E4 on Monday 11th September at 10.15pm, the 60 second spots will be broadcast at the same time from Monday to Friday, during matchmaking show Celebs Go Dating.

A cast of six young travellers will experience a range of exciting activities across Scotland every day of the campaign. Each ad will illustrate the past 24 hours of the travellers’ escapades before offering viewers the chance to vote via Twitter for the activity they will undertake the following day, using bespoke hashtags linked to #ScotE4.

The Twitter poll will remain live for half an hour after the ad has aired, votes will be counted and the production crew will transition to the next location, ready to film the following day’s spot.

In a first of its kind, a casting ad offering viewers the chance to be a part of the six cast members has just launchedon E4. Off air, viewers will be able to find extra footage and a viewer competition by visiting www.E4.com/visitscotland.

The partnership was brokered by Jack Bridgewater, Partnership Account Manager in 4 Sales’ Manchester office. The Chase Films are producing the creative.

The exclusive campaign comes ahead of Scotland’s Year of Young People 2018 and supports VisitScotland’s desire to position Scotland as an inspirational destination for millennials. As one of the largest generations in history, millennials - those aged between 16-35 years old - represents a lucrative market for the global tourism industry.

With its breath-taking landscapes, thrilling outdoor experiences and rich and diverse culture, Scotland possesses many of the attributes that traditionally appeal to this younger market. VisitScotland is also working with TripAdvisor, the world’s largest travel website,to capitalise on interest generating by the project by making it quick and easy for viewers to book their own Scottish experience via the TripAdvisor website.

Jane Hector-Jones, Group Partnerships Manager, 4Sales said: “We are delighted to be working with VisitScotland to deliver this exciting and innovative first. E4’s key demographic of 16-34 year olds aligns perfectly with VisitScotland’s millennial target market for this unique campaign that will showcase the charms of beautiful Scotland whilst entertaining and engaging viewers.”

Fiona Holmes VisitScotland Assistant Marketing Manager said: “Scotland is an exciting, contemporary destination, much more than haggis, tartan and Nessie, and that’s exactly what we hope to show in this exciting campaign. We want to challenge viewers’ preconceptions and show them that Scotland is the ultimate playground for the young and adventurous. As a millennial myself, I was keen to help create an action-packed itinerary filled with everything from mountain biking and music to sea-kayaking and sled dog safaris. I’m sure E4 viewers will be surprised at the huge range of activities you can do here and we hope they’ll be inspired to come and experience all Scotland has to offer themselves.”

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’s core objective is to contribute to the Tourism 2020 Strategy ambition of growing tourism revenues by £1 billion by 2020.
  • This will be supported by seven overarching strategies:
    1. Marketing: we will market Scotland and its outstanding assets to visitors from all parts of the world, including the promotion of Scotland to people living in Scotland to visit different parts of the country
    2. Events: we will support the national events strategy and its delivery, and sustain, develop and promote Scotland’s international profile as one of the world’s foremost events destinations
    3. Internationalisation and International Engagement: we will utilise all our platforms to enable Scottish-based tourism businesses to better understand international opportunities and market to a global audience and we will work within One Scotland Partnerships to optimise the potential of Scotland’s Diaspora and our strategic partners at regional, European and global levels
    4. Customer Experience: we will provide information and inspiration to visitors both locally and globally via their preferred medium of choice
    5. Quality and Sustainability: we will provide support and advice to businesses, with the goal of improving the quality and sustainability of the tourism sector in Scotland. We will provide quality assurance to visitors through our Quality Schemes
    6. Inclusive Tourism: we will strive to make tourism in Scotland inclusive and available to all
    7. Working in Partnership: we will listen to and work with the industry, partners and communities to shape our offering and support
  • To ensure everyone can safely enjoy Scotland’s amazing countryside and landscapes, VisitScotland encourages all visitors to fully respect their surroundings by behaving in a responsible and appropriate way.
  • 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.
  • Spending by tourists in Scotland generates around £12 billion of economic activity in the wider Scottish supply chain and contributes around £6 billion to Scottish GDP (in basic prices). This represents about 5% of total Scottish GDP
  • The Scottish Government is the Managing Authority for the European Structural Funds 2014-20 Programme. For further information visit www.gov.scot or follow @scotgovESIF
  • For VisitScotland’s press releases go to http://www.visitscotland.org/media_centre.aspx, tourism statistics and frequently asked questions go to http://www.visitscotland.org/
  • 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)
  • 2017 Year of History, Heritage and Archaeology
  • 2017 is the year to delve into the past and discover Scotland’s fascinating stories through a wide-ranging variety of new and existing activity to drive the nation’s tourism and events sector, boosting tourism across Scotland.
  • The Year of History, Heritage and Archaeology begins on 1 January 2017 and will end on 31 December 2017. It will build on the momentum generated by previous themed years in Scotland including the 2015 Year of Food and Drink, Homecoming Scotland 2014, the Year of Creative and the Year of Natural.
  • The Year of History, Heritage and Archaeology is a Scottish Government initiative being led by VisitScotland, and supported by a variety of partners including Creative Scotland, Scottish Tourism Alliance, Scottish Enterprise, The National Trust for Scotland, Historic Environment Scotland, Highlands and Islands Enterprise, Built Environment Forum Scotland, Heritage Lottery Fund, Museums Galleries Scotland and Traditional Arts and Culture Scotland.
  • The Year of History, Heritage and Archaeology is supported by £570,000 of Scottish Government funding.
  • The Year of History, Heritage and Archaeology events fund is managed by EventScotland, part of VisitScotland’s Events Directorate.
  • For more information visit visitscotland.com/HHA2017 or join the conversation at #HHA2017