VisitScotland has today launched its latest Surprise Yourself television advert, created by The Leith Agency, to mark the start of the Year of Creative Scotland 2012.
The Year of Creative Scotland 2012 is a Scottish Government initiative in partnership with EventScotland, VisitScotland, Creative Scotland and VOCAL, and is a the year-long celebration and promotion of Scotland’s cultural and creative strengths on a world stage.
The new advert, unveiled by Fiona Hyslop MSP, Cabinet Secretary for Culture and External Affairs at Edinburgh Castle, is part of a £4m campaign and includes additional funding by the Scottish Government and will be broadcast for the first time on television on Friday.
Fiona Hyslop said: “Scotland is a creative nation and our culture is one of our greatest strengths. Our wealth of world-class events, festivals, cultural collections and organisations are already a major draw for visitors and the Year of Creative Scotland 2012 offers the opportunity to highlight new ways to see and experience this in every corner of Scotland. VisitScotland’s spectacular new advert is a fantastic way to promote this year-long celebration of our culture and creativity that is taking place in communities right across the country.”
Directed by photographer David Eustace and voiced by television historian Neil Oliver, the advert includes images of the Edinburgh International Festival, a Northern Lights display in the Northern Isles, a performance of Macbeth at Glamis Castle, the Pittenweem Arts Festival in Fife and Robert Burns storytelling in Ayrshire.
Mike Cantlay, VisitScotland chairman, said: “We are entering a tremendously exciting time for Scottish tourism. The Year of Creative Scotland heralds the start of the Winning Years - a once-in-a-lifetime opportunity featuring eight major events and milestones, including the release this summer of Disney-Pixar’s Brave and the Olympic Games in London.
“By highlighting some of the highly dynamic and contemporary things Scotland has to offer, our stunning new television advert will capture the imagination of millions of potential visitors and help ensure that the Winning Years get off to a winning start.”
VisitScotland’s campaign includes using a direct mail campaign to nearly half a million people, promotions with media partners and well-known brands, radio activity featuring Neil Oliver and online activity encouraging people to go to the VisitScotland website.