VisitScotland unveils first ever global campaign and social movement to harness the power of the nation behind tourism 

'Spirit of Scotland' heralded as a 'new era' for the national tourism organisation and a 'destination marketing first'

VisitScotland is bringing the spirit of Scotland to life in its first ever global campaign and social movement.

Launched to the world today (10 February 2016), 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.

The campaign will evoke emotion in all those who encounter it worldwide through TV, radio, print, digital advertising and social media.  The campaign is built on extensive research gathered by VisitScotland that shows that people think Scotland has a unique spirit– whether it's the magic of the landscapes or the warmth of the people.

An inspirational and interactive new website (www.visitscotland.com) has also been launched to enable visitors to engage with Scotland in a whole new way, with cinematic imagery and information filtered by region and location. 

A key focus of this campaign will be the #ScotSpirit movement. People across the world will be asked to share their experience of the spirit of Scotland through #ScotSpirit and in doing so become part the special movement.  Potential #ScotSpirit photo opportunities include:

• Stargazing at Scotland's Dark Sky Park      in Galloway, the first Dark Sky Park in the UK, meeting the new Dark Sky      Rangers and taking in the wonders of the night sky and wildlife with      Nocturnal Wildlife Tours (the only experience of its kind in the UK).
• Stopping to take a picture at John      O'Groats, a must visit along the North Coast 500 route in the north      Highlands billed as Scotland's answer to Route 66.  The route has      been included in lists of the best drives in the world, including one by      Travel Now magazine. 
• Enjoying lunch on the Royal Deck tearoom aboard the      Royal Yacht Britannia, named as Scotland's Best Visitor Attraction for      each of the last 10 years.
• Celebrating Scotland's 2016 Year of Innovation,      Architecture and Design at various locations in Scotland, including St      Peter's Seminary near Glasgow (to be reopened in March 2016) or during the      Scotland-wide Festival of Architecture, the most ambitious ever nationwide      celebration of the built environment of a single country. 
• Getting competitive at the first ever St Kilda Challenge      yacht race to take place June 2016 in the Outer Hebrides.
• Adventuring down a new scenic trail along the eastern      side of the Cairngorms National Park (to be launched this year), from      Glenshee to Grantown-on-Spey. The trail combines stunning Scottish design      with the outstanding natural beauty of the Cairngorms.

VisitScotland is also working with the UK charity 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
• 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
• 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 Travel Pass' that will be launched in Spring 2016

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 £5 million.

Malcolm Roughead, Chief Executive of VisitScotland, said:

“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 they 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 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.”      

The Spirit of Scotland campaign launches today (Wed 10 February) worldwide.  To find our more go to visitscotland.com Join the conversation by using #ScotSpirit