VisitScotland charges The Union with unifying the brand globally

VisitScotland, the national tourist board agency for Scotland, is eyeing a single marketing approach across UK domestic and international markets, awarding The Union the global account.

It is the first time a single creative approach for all markets has been adopted. The campaign will promote Scotland as a tourism destination to all VisitScotland’s key regions, which includes the UK, Europe and USA.

Union's appointment comes after a competitive tender on the Scottish Government’s marketing roster. The agency has previously worked with VisitScotland on a project basis. The brief is to create a single unifying proposition and creative idea to exploit the creative opportunities on and offline, in paid for, and earned media channels.

“The roster agencies responded with real quality and depth of thinking,” explained Helen Campbell, head of global brand and marketing communications. “In the end, we elected The Union’s response, a creative approach which was both based on a clear insight and also challenged us. “

The agency will use its international agency network Worldwide Partners, Inc., to help execute the campaign in international markets later this year.

Ian McAteer, The Union’s chairman, said: “We’re excited, proud and delighted with this appointment. Although we’ve worked with VisitScotland many times over the years, this tender represented an opportunity for fresh thinking and a fresh approach. As a creative agency that’s always going to be motivating.”

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