1576 focuses on charms of Scotland

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 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

with you.’



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

want.’



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.



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