Three natural nature reserves across Scotland will benefit from a marketing push this summer as VisitScotland and Scottish Natural Heritage embark on a joint tourism drive.
The organisations have joined forces as part of a £2m ‘Perfect Day’ campaign which will promote Corrie Fee NNR (natural nature reserve), Tentsmuir NNR and Taynish NNR, by emblazoning billboards and bus stops throughout Scotland with images of the reserves for the next two months.
The campaign aims to highlight the beauty, importance and accessibility of Scotland’s natural nature reserves, and is expected to contribute an additional £25m to Scotland’s economy between March and August.
VisitScotland’s Debbie Smith explains that the posters aim to convey that visitors are welcome on NNRs, especially during the summer months, and stresses the “physical and emotional benefits” of enjoying the reserves.
And Scottish Natural Heritage’s campaign manager Dougie Pollok added: “Scotland boasts incredible potential for people to enjoy a Perfect Day – and where better than in breathtaking natural landscapes.”
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I think a couple more logos and they would have been perfect.
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Who did the work?
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Awesome scenery ruined by the blatant amateur typographic headline. What a waste of cash. God on a rant today! Too busy and poorly executed. Shame really.
Three logos and two URL's. Perfect.
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Can someone tell me where my eyes are meant to go first? It's like being on a waltzer, only with less fun.
"Bring a compass and lose yourself for a day"
Bet Mountain Rescue are loving them for that one... Perfect!
I'm guessing the work was done by some anonymous in house designer. Don't you just hate anonymouseosity?
“Scotland boasts incredible potential for people to enjoy a Perfect Day – and where better than in breathtaking natural landscapes.”
Do you think we don't know that? How stupid do SNH think the general public are?
Insulting.
I have to agree about the poor layout and use of typography but my main criticism is poor photography. This doesn't do justice to the natural beauty of Scotland.
As an initial rough idea, fine.
Thereafter, as finely crafted as England 0 - 0 Algeria.
Design by someone who doesn't do design.
Done by a suit with a Mac?
Also, the 'cameras poised' one is weird. As an inanimate object the camera can't really be poised. The photographer can be poised with the camera, but the camera can't be poised, in the same way that a bicycle can't be annoyed.
Incredibly disappointing. Poor imagery, amateurish typography and uninspiring copy. Our countryside deserves better.
A natural nature reserve. As opposed to what pray tell? An unnatural one! Sheesh.
Typographic vandalism.
Whodunnit?
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I've seen - and done - a lot worse. Photography makes the place look good and the lines are obviously written within the constraints of an existing campaign. Don't understand what al the ire is about. Nasty business this sometimes.
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Yes I'd like to know who the agency is too.....
Any ideas? Come on Drum, you must know..?
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Why do people want to know the agency? Would it change what they thought of the work if they did? Shallow business this sometimes.
Peter, cutting a Gandhi-esque type figure on the Drum website really isn't the way to go. Come on, get the steel nibs on and join the rest of us in the kick-fest. It's much more fun. And another thing, publicly admitting to doing work that is 'a lot worse' than this isn't a great plan either.
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Fair point anon 12:33. However I really don't think the work is that bad. And i enjoy well crafted bitching as much as the next anon. I just don't have any time for plain, blunt nastiness.
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Yes I'd like to know who the agency is too.....
Any ideas? Come on Drum, you must know..?
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peter, not shallow, and wrong of you to assume.
Some of us just have a genuine interest in who's doing what and why.
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Angus, I'm sure you're a very deep person indeed. Apologies for my presumptuous assumption that you only want to gloat at the expense of creatives who fall somewhat behind your own incredibly high standards.
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And to think you were taking the high ground and complaining about people being "Plain nasty" before.
If it's not a DIY job then it's probably been done by the lowly minion in the studio given half an hour to 'knock something up' since the budget won't allow milking the client.
Well it shouldn't be. This is high profile work that's all over the place right now. The media would have cost a whack, so surely a lot more effort should have gone into the crafting. If getting a decent job involves 'milking the client', then milk away. Better than having to look at this.
SNH wish they were a major public body.
I don't honestly see how this is a big deal for our industry. The roster agencies must be used to working with different brands in joint initiatives all the time. How many times do you see a gaggle (what is the term for a group) of logos across the bottom of a six sheet? Lots.
The biggest worry is how dull the photography has made Scotland's amazing scenery look. No credit for the photographer either you notice...
Only just seen this, after spending a week in the highlands.
What an opportunity for a great campaign, with great photography, art direction, copy and typography.
Instead we end up with this bland mediocrity.
One of the great things about Scotland is that the light and the landscape can help even the most cock-eyed amateur take some stunning shots.
These are a total disgrace. Flat, dull, ill-thought out. Corrie fee is a magical place, and they've made it look like someone's back garden.
Straight to the Hall of Shame.
And £2m in two months? Is that not the highest spending campaign in Scotland ever?
Wasn't this campaign from The Union?
Explains it then.
Camera poised for wildlife, that bright jumper he's wearing that should scare the wild life away.
I am not from Scotland but it is one of the world's most stunning places. This work is a let down, they should admit they got it wrong and give somebody who understands the beauty of Scotland a chance to do justice to the country. They should be done for treason.
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