1576 creates visitscotland spots

By JENNY WATTS, campaignlive.co.uk, Friday, 27 April 2001 12:00PM

The Scots are being urged to get out and see their countryside in

1576's new television campaign for visitscotland, formerly the Scottish

Tourist Board.



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

foreground.



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

Scotland.'



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

Brooksbank.



The Scottish Tourist Board is rebranding as visitscotland, but there has

not been a formal launch of the new name.



This article was first published on campaignlive.co.uk

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