New media aims for £1bn boost to tourism

Eildon Hills Picture: Walter Baxter CC Licence

Eildon Hills Picture: Walter Baxter CC Licence

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People in the Borders are being asked to get involved in VisitScotland’s new #ScotSpirit social media movement, the national tourism organisation’s first-ever global campaign.

The £4.25 million ‘Spirit of Scotland’ campaign looks to go beyond standard marketing, changing the way VisitScotland markets and sells Scotland around the world.

It features inspirational, cinematic-style ‘Scotland: A spirit of its own’ TV adverts (to be shown across the USA and UK) including stunning time-lapse imagery, a specially-commissioned Royal Scottish National Orchestra (RSNO) soundtrack and a voiceover by Game of Thrones star Iain Glen and Perthshire-born actor and star of The Good Wife, Alan Cumming.

It is hoped the campaign will help Scottish tourism acheive its ambition of £1 billion growth by 2020.