Channel 4 and VisitScotland invite viewers to direct a Scottish road trip

The ad forms part of VisitScotland’s desire to position Scotland as a destination for millennials

Channel 4, in partnership with VisitScotland, will be inviting viewers to take part in and direct a series of five ads for a first-of-its-kind interactive campaign on E4.

The 60-second spots will focus on the escapades of six young people as they travel across Scotland.

The five-day event will kick off on Monday 11 September at 10.15pm, the ad break during matchmaking show Celebs Go Dating, with the first ad inviting viewers to vote for the activity that the six travellers will undertake the following day.

Viewers can vote for the activity via a Twitter poll, which will remain live for half an hour after the ad has aired.

Each subsequent ad, which will air at the same time from Monday to Friday, will illustrate the past 24 hours of the travellers’ escapades. The votes from the day will be counted and the production crew will transition to the next location, ready to film the following day’s spot.

For the first time, E4 has launched a casting ad, offering viewers the chance to be a part of the cast.

Viewers can follow the action using the hashtag #ScotE4, while a dedicated section of the E4 site will provide viewers with extra footage and a competition.

The partnership was brokered by Jack Bridgewater, partnership account manager in 4Sales’ Manchester office. The Chase Films are producing the creative.

The ad forms part of VisitScotland’s desire to position Scotland as a destination for millennials, an age group which represents a lucrative market for the global tourism industry.

Jane Hector-Jones, group partnerships manager, 4Sales said: “We are delighted to be working with VisitScotland to deliver this exciting and innovative first. E4’s key demographic of 16-34 year olds aligns perfectly with VisitScotland’s millennial target market for this unique campaign that will showcase the charms of beautiful Scotland whilst entertaining and engaging viewers.”

Fiona Holmes, VisitScotland assistant marketing manager, added: "We want to challenge viewers’ preconceptions and show them that Scotland is the ultimate playground for the young and adventurous."

Jessica Goodfellow

The Drum's media reporter covering everything from publishing, TV, social media, radio and technology.

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