VisitScotland ad captures 'Spirit of its own' in first global campaign

VisitScotland is celebrating the landscape, people, heritage and modernity of Scotland in a visually stunning TV campaign that uses the slogan 'A spirit of its own', marking the tourist body's first global push.

While the ads play on aspects of the country traditionally celebrated in its marketing, such as the striking and varied landscape, they also highlight cultural elements such as the arts and cuisine.

Created by Edinburgh agency The Union, the campaign is promoting Scotland across key markets, including the UK, US, Canada, France, Germany and Australia.

The Union has produced 30- and 60-second versions of the ad, which were shot on location in places such as Caerlaverock Castle and the Outer Hebrides. The musical score was commissioned from and performed by the Royal Scottish National Orchestra.

VisitScotland has also posted a series of online films on YouTube that focus on real-life Scots, such as a scallop diver from Skye, an Edinburgh Military Tattoo piper and the sculptor behind the Kelpies in Falkirk.

Client: Helen Campbell, head of global brand and marketing, VisitScotland

Brand: VisitScotland

Agencies: The Union, Carat

Creatives: Paul McDonald, Euan Auld

Cannes Offer: 12 weeks' online access from just £12

Subscribe to Campaign before the end of Cannes Lions and save up to 71%


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Publicis Groupe withdraws from marketing and awards to focus on AI-powered platform Marcel

Publicis Groupe is pulling out of all marketing activity for the next 365 days - and won't be entering awards at Cannes next year - as it focuses its resources on developing Marcel, described by chief executive Arthur Sadoun as a ground breaking new platform.

Job description: Digital marketing executive

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published