Stunning images of iconic landmarks such as Glenfinnan Viaduct, the Kelpies and Calanais Standing Stones are set to star alongside some of the UK’s most popular TV shows as a new campaign by VisitScotland hits screens this week.
The £300,000 marketing burst aims to inspire potential visitors, particularly those in Northern England, London and the South East, to discover Scotland’s breathtaking beauty, rich history and welcoming people.
The three adverts, which will run on Channel 4, STV, ITV and other regional outputs until 19 April, are the latest part of the national tourism organisation’s Scotland is Now activity.
The collaborative initiative, which launched in April 2018, brings together VisitScotland, Scottish Enterprise, Highlands and Islands Enterprise, Scottish Government and Universities Scotland for the first time with a single, bold narrative positioning Scotland as the ideal place to study, invest, visit, live and work.
A total of 11.8 million trips were made to Scotland by people resident in Great Britain in 2018, making the domestic market one of Scotland’s most lucrative tourism audiences. It is estimated that this current period of TV activity could be seen up to 36.7 million times.
Locations, attractions and events which feature in the trio of adverts include: Camusdarach Beach in Arisaig, Caerlaverock Castle in Dumfries & Galloway, The Royal Edinburgh Military Tattoo, the Isle of Skye, Glasgow, Tiree Wave Classic, St Andrews, Falkirk Wheel and An Ceann Mòr by Loch Lomond.
Helen Campbell, VisitScotland Head of Visitor Marketing, said: “Scotland really sells itself on screen. Our dramatic and varied landscapes are bought to life in front of the TV audience, inspiring them to find out more about these stunning locations. This short TV campaign comes at a crucial time for UK visitors who will be busy considering their holiday plans for the coming months. We want to ensure that they put Scotland at the top of their travel plans, Now is the time to discover Scotland.”
For more information visit: www.visitscotland.org
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 five overarching strategies: Marketing, Events, Quality and Sustainability, Inclusive Tourism, International Engagement.
- 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
- 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)
- For holiday information on Scotland go to www.visitscotland.com
- For information about business tourism in Scotland go to www.conventionscotland.com
Scotland’s Themed Years
- Following an industry consultation, the Themed Years will now take place every second year to enable more time for planning and opportunities for collaboration.
- 2020 has been designated as a year in which Scotland’s Coasts and Waters will be showcased and celebrated with a programme of activity designed to support the nation’s tourism and events sectors.
- The year, led by VisitScotland will sustain and build upon the momentum of Scotland’s preceding Themed Years to spotlight, celebrate and promote opportunities to experience and enjoy Scotland’s unrivalled Coasts and Waters, encouraging responsible engagement and participation from the people of Scotland and our visitors.
- A year-long programme of events, activities and ideas will shine a spotlight on the impact our waters have had on Scotland, from the formation of beautiful natural features to the creation of our national drink – whisky.
- Join the conversation using #YCW2020
- 2022 will be the Year of Scotland’s Stories - a celebration of our rich literature, film, oral traditions and myths and legends.