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Life… but not as they know it

Press Release   •   Nov 30, 2017 10:14 GMT

Duncan Shaw, Scottish Street Trials rider on the Royal Mile, Edinburgh

From a scallop diver in Mull to parkour athletes in Edinburgh, Harry Potter fans to an Outlander herbalist, Scottish locals are bringing the country to life in a unique new social media campaign.

The ambitious global campaign, which will run for the next 18 months, will see up to 25 global vloggers and Instagrammers matched with a diverse range of local people across Scotland with interesting jobs, hobbies or skills.

In this unique way, the social media influencers will be able to gain a true insight into what it is really like to live, work, study and play in Scotland and communicate this to inspire their audiences in their millions to discover the country for themselves.

The campaign, entitled Scotland: Life launched officially last weekend with the release of a film by the popular US YouTube channel DevinSupertramp. The American videographers, who boast over 4.5 million subscribers, were paired with four extreme athletes from Scotland to create a fast-paced film showcasing parkour and street trial bike stunts in Edinburgh.

The athletes include parkour stars Robbie Griffith and Johnstone Macpherson Stewart and street trial bike riders Duncan Shaw and Ali Clarkson, known for their riding with YouTube sensation Danny Macaskill.

The film was shot over three days and shows the athletes racing from Edinburgh Castle to Arthur’s Seat including a variety of stunts, acrobatics and tricks on their route.

The video has been a hit amongst audiences globally with a reach of over 7 million already across Facebook and YouTube with many admiring the city being showcased through the eyes of urban sport athletes in Scotland.

In addition, DevinSupertramp will be releasing a more laid-back film on Friday 1 December featuring the Highlands of Scotland filmed in ultra-high-definition 8k.

Other matches that have been made so far in the project include:

US YouTuber Mike Corey who was paired with Scallop Diver Guy Grieve on the Isle of Mull

Canadian YouTubers Samuel and Audrey who were paired with Highland Games official Alan Pettigrew

YouTuber and Outlander fan Sasha Alsberg who was paired with Herbalist and adviser to the Outlander series, Claire Mackay(local film coming soon)

YouTuber and ‘Potterhead’ Tessa Netting who was paired with an Edinburgh University student and member of the Harry Potter Society (coming soon)

Each social media influencer spends 1-2 days with their Scottish local and is encouraged to shadow them in their activities. For the rest of their time in Scotland, they will complete an itinerary associated with their interests in different regions across the country.

Recent research has shown the strength of social media influencers and their power to drive conversations and engagement as well as deliver inspiring content, with many millennials trusting influencers nearly as much as they trust their friends and family.

Malcolm Roughead, VisitScotland Chief Executive said:

“Our #ScotSpirit campaign has been one of our most successful to date with millions of people embracing the hashtag and content we have created globally and understanding the true meaning of what the spirit of Scotland is – whether it is felt through experiencing our landscapes, meeting our people or visiting any of our amazing and unique events and attractions.

“With Scotland: Life, we wanted to extend that feeling further and give YouTubers and Instagrammers a never-seen-before insight into what it is really like to live, work and study in Scotland.

“We look forward to welcoming many more social media influencers over the coming months to meet our inspirational locals and showcase the rich assets, hidden gems and local stories in every region of Scotland”

To find out more about VisitScotland’s Scotland:Life project and discover films and itineraries, please visit http://go.visit.sc/ScotlandLife Use the hashtag #ScotLife and #ScotSpirit to encounter more across social media channels.

Notes to Editors

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  • 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