The Scots are being urged to get out and see their countryside in
1576's new television campaign for visitscotland, formerly the Scottish
A national campaign from the Edinburgh-based agency will aim to urge
urban Scots to reappraise their countryside and see a part of Scotland
more often visited by tourists.
'Mirrors' features a female driver stuck in a traffic-jam in the middle
of a crowded city. She checks her rear-view mirror and sees a beautiful
highland view. 'Stones' features a man walking in a city park who
stumbles across a stone circle. The final execution, 'eagle', shows a
woman in her kitchen about to eat breakfast, when she looks into her
garden and sees a golden eagle.
The commercials, which were filmed over four days in Glen Etive and
Glasgow, end by telling viewers that such scenes will never happen
unless they get out and see the rest of Scotland.
The ads are being supported by a poster campaign on the Underground.
The executions will target highly strung Londoners and show three
rolling Scottish landscapes with stress-busting 'stress bins' in the
Lorna Easton, the director of UK marketing at visitscotland, commented:
'We are delighted with the commercials which are exactly on brief. They
strike the right balance between showing the special moments Scotland
has to offer with a push to encourage Scots to take a break in
The campaign will run on Scottish, Grampian, Channel 4 Scotland and
Channel 5 Scotland. The work was written by Adrian Jeffery, art directed
by Rufus Wedderburn and directed by Tom Baxandall through Eclipse
Productions. Media planning and buying is through Feather
The Scottish Tourist Board is rebranding as visitscotland, but there has
not been a formal launch of the new name.