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

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