VisitScotland launches 2014 international homecoming campaign
VisitScotland has launched an international marketing campaign for Homecoming Scotland 2014 by recruiting 23 brand ambassadors to demonstrate why the pull of Scotland is too strong to resist.
Gaelic singer Kathleen MacInnes, medieval battle enthusiast Robert Ballantyne and Faith Liddell, director of Festivals Edinburgh, are among eight new faces to join the team who will be tasked with championing the country overseas.
This will take the form of a £1.7m online and print marketing promotion targeting potential visitors from Europe, the US, Canada, Australia and New Zealand.
They will join the existing roster of hand-picked individuals which includes: New ‘Scots’ for 2014 include: Robert Ballantyne (Battle Re-enactor), Faith Liddell (Director, Festivals Edinburgh), Ann Miller (Strathisla Distillery), Guy Grieve (Scallop Diver), William Mackay (Concierge at Prestonfield House Hotel), Sheila Condie (Glenelg Inn), Kathleen MacInnes (Gaelic Singer), Kevin Reid (Strathisla Distillery Technician).
Mike Cantlay, chairman of VisitScotland, said: “This year is perfect to showcase all the different aspects of Scotland that act as key motivators for our international markets, marrying up stunning locations with a friendly Scottish face and underlining that 2014 is the year to visit Scotland. It is a hugely flexible campaign and appeals to both European and Long Haul audiences equally ensuring they all distinctively ‘feel the pull” of our breath-taking country.
A launch event on Edinburgh’s Royal Mile took the form of a tug of war overseen by tourism minister Fergus Ewing, kicking off a programme of monthly events from around the country.