DESTINATIONS

The spirit of Scotland

VisitScotland lancia una nuova campagna promozionale: l’identità scozzese prima ancora del turismo

VisitScotland lancia una nuova campagna promozionale: l’identità scozzese prima ancora del turismo

VisitScotland launches first ever global campaign VisitScotland is bringing the spirit of Scotland to life in its first ever global campaign and social movement. Launched to the world this week by Scottish First Minister Nicola Sturgeon, the campaign aims to raise the spirit and profile of Scotland to the highest it has ever been in history by igniting the power of a nation behind tourism. VisitScotland’s Chairman Mike Cantlay launched the Spirit campaign at a series of events in Sydney and Melbourne this week. In Sydney he was joined by local identity and Museum of Contemporary Art Director, Liz Anne McGregor OBE, to celebrate the longstanding links between Scotland and Australia. The Chairman will also be guest of honour at the annual Scots Day event in Bendigo this coming Saturday the 13 February. The campaign will evoke emotion in all those who encounter it worldwide through TV, radio, print, digital advertising and social media. In Scotland on February 10, The First Minister was joined by stunt bike athlete and viral sensation Danny MacAskill to reveal the initiative, alongside well-known faces that embody the spirit of Scotland including Social Bite entrepreneur, Josh Littlejohn and Olympic athlete, Laura Muir.

The campaign is one of a series of initiatives that fundamentally change the way VisitScotland markets and sells the country around the world. An inspirational and interactive new website has also been launched to enable every tourism business and organisation to drive new business, helping tourism reach its ambition of £1 billion growth by 2020. A key focus of this campaign will be the #ScotSpirit movement which seeks to go beyond standard destination marketing and impact every industry, business and person. People across the world will be asked to share their experience of the spirit of Scotland through #ScotSpirit and in doing so become part of a special movement with social, economic and charitable aims. To start the conversation, VisitScotland has introduced ‘The Seven Spirits of Scotland’ – key traits that can be found within the characters of the people and landscapes of the country: WARMTH HUMOUR GUTS SPARK SOUL DETERMINATION FUN The Seven Spirits will be used throughout the campaign, encouraging visitors, residents and those who just love Scotland to reveal what the Scottish spirit means to them.