VisitScotland launches international film and media campaign

VisitScotland has published a set of 17 films commissioned to communicate the natural wonders of the country and the character of its people to a domestic and international audience in the run-up to the key summer season.

‘Scotland: A spirit of its own’ has been devised by The Union to target key markets including the UK, Canada, US, France, Germany and Australia with both 30’ and 60’ commercials filmed at evocative locations ranging from the picturesque Caerlaverock Castle in Dumfries to the enigmatic Outer Hebrides.

In addition to the stirring scenery the campaign will focus on the people who live there from a Scallop diver in Skye to the sculptor behind the Kelpies visitor attraction in Falkirk.

Helen Campbell, head of global brand and marketing communications, at VisitScotland explained: “As a tourist destination Scotland has something magical that’s inherent in its land and in its people. It’s deep, enriching and felt by everyone who visits. ‘A spirit of its own’ captures Scotland’s unique essence and brings it to life in the most dramatic way imaginable.”

Union managing director Kyle Hardie commented: “The brief from the client was to take an almost cinematic approach to deliver to screens across the world the magical, mystical qualities that set our country apart. What makes the work even more remarkable is that there is no CGI involved. The team captured the natural dramatic beauty of Scotland, and have allowed it to speak quite beautifully for itself.”

A dual launch event will take place in Edinburgh and New York later today.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.