VisitScotland has today unveiled its £5m marketing campaign for 2014, promoting events such as the Ryder Cup and Commonwealth Games.
The set of four ads, created by The Union, look to celebrate the 'Brilliant Moments' which are set to take place in Scotland, and feature names such as Olympic champion Sir Chris Hoy, violinist Nicola Benedetti and Ryder Cup captain Paul McGinley, as well as a chef and paramedic.
Launching the campaign today in Edinburgh, Mike Cantlay, chairman of VisitScotland, said: “The whole idea behind Brilliant Moments is real people. Yes, the campaign draws strength from the global events taking place in Scotland in 2014, but also demonstrates the friendliness and welcoming nature of people living in Scotland.
“From those talking in the television advert to those talking about the wonderful experiences they have had online through social media, it’s a time to celebrate all our awe-inspiring country has to offer.”
The ad sees those involved receipting lines from a poem created by The Union, which begins: “Every country has its moment. It’s time to shine. When the universe conspires and planets align. Scotland invites you, our stage is set. For one brilliant year we’ll never forget.”