The Edinburgh agency, 1576, has unveiled its first work for the
Scottish Tourist Board since taking the pounds 2.5 million account from
Faulds Advertising earlier this year (Campaign, 13 March).
The new campaign, called ’touchstones,’ focuses on the lasting effect a
Scottish holiday can have on the psyche, with the endline, ’It stays
Two television executions will air from next Tuesday. The first shows a
young couple enjoying a stay in Edinburgh, visiting an art gallery, a
restaurant and, finally, an antiques shop where they choose a watch.
After the holiday is over, the man is seen checking the time as he
stands on a crowded station platform on his way to work. As he looks at
the watch, his mind goes back to the Edinburgh trip, and he pauses for a
moment to smile.
The second ad, ’touchstone’, features a pebble which a slightly older
couple take home as a memento after a stay in the Highlands. The woman
uses the pebble at work as a paperweight, which inspires happy memories
in the middle of a hectic day.
It is hoped that the campaign, which is aimed at 25- to 44-year-olds,
will make people connect emotionally with Scotland. It uses a soundtrack
by Blue Nile.
David Reid, a creative partner at 1576, said: ’We want to get across the
fact that, in Scotland, you can do as much or as little as you
Media on the campaign, which also includes national radio advertising
and direct marketing, is by Feather Brooksbank. The ads were created by
David Reid and Adrian Jeffery. The TV work was directed by Billy and
Alan at Outsider, the radio work by Eardrum.