Dunnottar Castle is set to play a starring role in defining the ‘spirit’ of Scotland in VisitScotland’s first ever global campaign.
The iconic Aberdeenshire attraction will feature on advertising in the London Underground, in media and in direct mail packs as part of the national tourism’s new multi-million pound Spirit of Scotland marketing campaign.
Aberdeen City and Shire is also being brought to life in an innovative way on the new VisitScotland website, with new inspirational images and information on the region’s plethora of attractions.
As part of the campaign, VisitScotland is creating a unique social movement asking people in Aberdeen City and Shire to show what the spirit of Scotland means to them through the hashtag #ScotSpirit.
Launched to the by First Minister Nicola Sturgeon earlier this month, the Spirit campaign aims to raise the spirit and profile of Scotland to the highest it has ever been by igniting the power of a nation behind tourism.
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.
For example, in Aberdeen City and Shire this could be the warmth of the locals, or the physical warmth of a crackling fire in a cosy Deeside B&B; the guts and determination could be demonstrated by those participating in the Etape Royale bike sportive in September or the annual Nippy Dipper in the North Sea at Christmas; and the fun could be shown by those taking to the Scottish ski slopes for a day of snowsport.
The campaign will evoke emotion in all those who encounter it worldwide through TV, radio, print, digital advertising and social media.
VisitScotland is also working with the UK charity The Family Holiday Association and the tourism industry to create opportunities for struggling families in Scotland, many of whom will never have had a family holiday, to see more of their country. Everyone who gets involved and shares their #ScotSpirit will be part of this very special social movement, raising the profile of social tourism worldwide.
A new era for VisitScotland – key aspects of campaign and social movement:
- New VisitScotland global brand identity and interactive website.
- Cinematic-style TV adverts with time-lapse imagery directed by Edinburgh-based filmmaker Ben Craig, featuring a soundtrack composed by Giles Lamb and performed by the Royal Scottish National Orchestra and a voiceover by Scottish actor and Game of Thrones star Iain Glen. In the USA, the advert will be narrated by Perthshire-born star of the US hit The Good Wife, Alan Cumming
- Twelve online emotive short documentaries which capture the spirit of Scotland through the eyes of those that live and work here including a piper in the Edinburgh Military Tattoo, the train driver of the Jacobite Steam Train and a scallop diver in Skye.
- Partnerships with world leading digital brands to tell the story of Scotland in different ways through different perspectives.
- Specific focused investment across the UK, key regions across France and Germany and in New York City – key growth markets for Scotland. Through digital and social media, the reach of the campaign will be worldwide.
- Worldwide #ScotSpirit movement which has charitable, social and economic aims and encourages people to become ambassadors for Scotland
- Everyone involved in the #ScotSpirit campaign becomes part of a mission to help children see, experience and learn more about their own country through social tourism charity, the Family Holiday Association
- New ‘community tourism’ forum that will help visitors plan their trip and get real time help online (to be launched in Spring)
- A new Growth Fund to enable digital marketing projects across the industry (to be launched in Spring)
- Joint marketing partnership with transport providers including Abellio Scotrail and CalMac Ferries Ltd to encourage more visitors to more parts of the country. This will include the development of the Spirit of Scotland Pass that will be launched in Spring 2016
- Helping children in Scotland to see more of their own country through new education liaison scheme (to be launched later in the year)
First Minister Nicola Sturgeon said:
“The spirit of Scotland is an indefinable quality that permeates all of the wonderful things that happen in our country and it encompasses many things – warmth, humour, guts, spark, soul determination and fun.
“That spirit has a global reputation. Each year, many thousands of visitors travel to our country to sample what it offers. They come from all over the globe to see our incredible attractions, share our experiences and sample our internationally renowned food and drink.
“But nowhere is the spirit of Scotland more evident than in its people - visitors to our country can be guaranteed that the people they meet and the welcome they receive will leave a lasting impression.
“So who could be better to be involved in a new campaign to bring even more visitors to Scotland than those who live here or visitors who love our country?
“Using the hashtag #ScotSpirit, people can get involved and demonstrate what you think makes Scotland special. Everyone who shares their experiences will be part of a special movement to promote Scotland across the globe and people sharing from overseas will become part of Scotland’s extended family.”
In total, the creative, media and PR investment in the UK, North America, France and Germany for the Spirit of Scotland campaign is in the region of £4.25million.
Jim Clarkson, regional partnerships director at VisitScotland, said:
“Tourism in Scotland continues to go from strength to strength against a difficult economic backdrop and uncertainty in travel. In the last 12 months there has been a 7% increase in visitors and an 8% increase in spend, but we cannot and must not be complacent.
“After nearly a year in the making, we are delighted to launch the Spirit of Scotland campaign. The new advertising visuals are breath-taking and I’m sure will inspire many to make the journey to Scotland, but this is about so much more than stunning imagery. It’s about harnessing a nation behind tourism.
“We want everyone who cares for Scotland, including those in Aberdeen City and Shire, to get behind this campaign by using #ScotSpirit and in doing so become ambassadors for the country and create this very special movement.
“Scotland is a unique place inhabited by a unique people - a combination that creates an inimitable spirit. The emotional pull of this spirit can’t be duplicated by other destinations. You have to come to Scotland to experience it. But once you’ve felt it, our spirit will stay with you forever.”
As part of the Spirit campaign, VisitScotland has worked with the Family Holiday Association and Scottish tourism industry providers to add a charitable initiative to raise the profile and importance of social tourism. Thanks to donations from providers across the country including Hilton, Accor, Macdonald, National Trust for Scotland, Historic Environment Scotland, Scottish Youth Hostel Association and Abellio Scotrail, we are gifting short breaks to over 100 vulnerable and disadvantaged adults and children.
John McDonald, director of the Family Holiday Association said:
“The Family Holiday Association is delighted to be working with VisitScotland on the Spirit of Scotland campaign. Over the years we’ve helped hundreds of struggling Scottish families to benefit from a short break or day out to experience more of the #ScotSpirit for themselves. This campaign is a fantastic opportunity to work with VisitScotland and their partners to help even more Scottish families in 2016.
“We see #ScotSpirit every day in the families we help, families who are struggling with of the toughest challenges life can bring but are able to create memories that will last a lifetime, strengthening family bonds along the way.”
To find out more about the Spirit of Scotland campaign, go to visitscotland.com
Join the conversation by using #ScotSpirit