Tuesday, 23 February 2021 10:32

VisitScotland launches global £4.25 million campaign

Dunnottar Castle

Dunnottar Castle is set to play a starring role in defining the ‘spirit’ of Scotland in VisitScotland’s first ever global campaign.

The iconic Aberdeenshire attraction will feature in the £4.25 million campaign to appear in the London Underground, in media and in direct mail packs as part of the national tourism’s new multi-million pound Spirit of Scotland marketing campaign.

Aberdeen City and Shire is also being brought to life in an innovative way on the new VisitScotland website, with new inspirational images and information on the region’s plethora of attractions.

As part of the campaign, VisitScotland is creating a unique social movement asking people in Aberdeen City and Shire to show what the spirit of Scotland means to them through the hashtag #ScotSpirit.

Launched to the by First Minister Nicola Sturgeon earlier this month, the Spirit campaign aims to raise the spirit and profile of Scotland to the highest it has ever been by igniting the power of a nation behind tourism.

The First Minister said “The spirit of Scotland is an indefinable quality that permeates all of the wonderful things that happen in our country and it encompasses many things – warmth, humour, guts, spark, soul determination and fun.

“That spirit has a global reputation. Each year, many thousands of visitors travel to our country to sample what it offers. They come from all over the globe to see our incredible attractions, share our experiences and sample our internationally renowned food and drink.

“But nowhere is the spirit of Scotland more evident than in its people - visitors to our country can be guaranteed that the people they meet and the welcome they receive will leave a lasting impression.

“So who could be better to be involved in a new campaign to bring even more visitors to Scotland than those who live here or visitors who love our country?

“Using the hashtag #ScotSpirit, people can get involved and demonstrate what you think makes Scotland special. Everyone who shares their experiences will be part of a special movement to promote Scotland across the globe and people sharing from overseas will become part of Scotland’s extended family.”

In total, the creative, media and PR investment in the UK, North America, France and Germany for the Spirit of Scotland campaign is in the region of £4.25 million.

Jim Clarkson, Regional Partnerships Director at VisitScotland, said: “Tourism in Scotland continues to go from strength to strength against a difficult economic backdrop and uncertainty in travel. In the last 12 months there has been a 7% increase in visitors and an 8% increase in spend, but we cannot and must not be complacent.

“After nearly a year in the making, we are delighted to launch the Spirit of Scotland campaign. The new advertising visuals are breath-taking and I’m sure will inspire many to make the journey to Scotland, but this is about so much more than stunning imagery. It’s about harnessing a nation behind tourism.

“We want everyone who cares for Scotland, including those in Aberdeen City and Shire, to get behind this campaign by using #ScotSpirit and in doing so become ambassadors for the country and create this very special movement.

“Scotland is a unique place inhabited by a unique people - a combination that creates an inimitable spirit. The emotional pull of this spirit can’t be duplicated by other destinations. You have to come to Scotland to experience it. But once you’ve felt it, our spirit will stay with you forever.”

To find out more about the Spirit of Scotland campaign, go to visitscotland.com

Join the conversation by using #ScotSpirit

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