visit scotland advert 2009

Scottish Government's 2009 video which features a variety of Scottish TV stars including LuLu and Chris Hoy to attract more people to the country in the year of the homecoming.

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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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Scotland is Calling | industry guide

Phase two will support recovery of scotland’s tourism industry.

We’ve launched phase two of our £8.5 million global marketing campaign – Scotland is Calling. This brand-new phase has been designed to support the recovery of Scotland’s tourism industry in a responsible way and as quickly as possible. 

We’re aiming to increase momentum to ensure that Scotland is the destination of choice for our international visitors while also continuing to grow our domestic audience too. 

We’ve redesigned phase two to align with our consumer research and changed the direction of our marketing to respond to the emotional needs of our future visitors.

As we move beyond a time of uncertainty from the COVID-19 pandemic and look towards welcoming visitors back over the spring and summer months, we’re making sure that we take every opportunity to put Scotland at the forefront of the global consumers mindset. Especially those international audiences who still have to make their travel decisions for 2022.

We're running the campaign in key markets such as the US, France, Germany, and the UK and it includes partnerships with global brands like National Geographic, Expedia, and Facebook.

Our research – what we know

New audiences are becoming apparent.

• Young people (generation Z) will lead the international travel market’s post-COVID-19 revival
• The 16 - 34 year old (buzz seekers) holiday market is projected to grow considerably in volume and value in 2022 

Our visitor's behaviour is changing

• Consumers are looking for emotional experiences, in-the-moment moods and to understand the impact of their actions – on the people around them and the world
• The rise of new essentialism – consumers are focusing on what matters to them in life​ 

Media landscape has changed

• There has been a significant change in how 16 - 34 year old and 55+ year old groups spend their media time 
• Lockdown has reinforced the use of different media channels to reach new audiences  

Take a look at our recent research and insights

View some of our latest published research including the emotional benefits of tourism and our new innovation papers on localism, workcations, artisanal retail, food & drink and voluntourism.

Trends for tomorrow

Explore reports designed to provide food for thought about tourism trends and the opportunities they offer.

Why people choose Scotland

Insights and information on what motivates visitors to choose Scotland as a destination.

What’s changed? 

We’re responding to the needs of our visitors through emotional drivers – harnessing the connection, authenticity, discovery, and wellbeing experiences that Scotland has to offer. This new phase will look to create and tell new stories about Scotland that capture the hearts and minds of our visitors.

You might recognise the soundtrack...

Fife singer, Cameron Barnes, performs the soundtrack to our new campaign film with a cover of ‘Bonfire Heart’ helping to build deeper connections and inspire our visitors to plan a trip to Scotland.

Creating a mood to attract global audiences

Making sure scotland is the destination of choice.

Hear from our Director of Marketing & Digital, Vicki Miller, talking about the second phase of our global campaign – Scotland is Calling.

Here it is - "the film"

Take a look at our stunning new campaign film, and some of our new imagery aimed at the UK, European and international markets that will connect with our visitors. Browse through the images and watch the new campaign film.

Scotland is Calling

Friends on salisbury crags in edinburgh.

Image Credit: VisitScotland / Kenny Lam

A man jumps at The Lecht Pass on the SnowRoads Scenic Route

Grassmarket, edinburgh.

Image Credit: Luigi Pasquale

The Viewpoint at Rest and Be Thankful

Image Credit:

Biker at sunset on hill in the Scottish Borders

How can you get involved, videos and images.

We have a collection of free images that can be downloaded for use across your own channels.  To access them simply register for the Digital Media Library and search for "Collection Scotland is Calling".  

You can also share our new campaign video from our YouTube channel.

Hashtags... but which one?

Use #ScotlandIsCalling and #VisitScotland whenever you post on social media. 

VisitScotland.com

Scotland is Calling isn't just about our campaign film, it's the huge amount of rich content about Scotland across our website – VisitScotland.com – where we signpost our visitors. Does your business feature? If so, make sure you share it with your customers. 

Make your business stand out

Make sure your business listing on VisitScotland.com is up to date. Inspire visitors with updated imagery, and engaging information on what you offer. Take a look at our handy guide for some tips.  

Digital support

We’ve got it in abundance – take a look at our latest webinar series in partnership with DigitalBoost covering a range of digital topics to help your business. Watch the recordings.

Our manifesto and brand guidelines

To help us with our shift in focus, and in addition to our main campaign video, we’ve created a manifesto video. This is a declaration of our intentions, motives and views on how the consumer should see Scotland through the representation of our marketing efforts.  

It explains how Scotland can respond to the needs of Buzz Seekers , offering them the chance to create experiences that fulfil their emotional needs.

Our manifesto

Brand guidelines.

Published March 2022

Our new brand guidelines

Campaign overview

Scotland is Calling campaign overview

A huge thanks to everyone involved in creating Scotland is Calling, our warm welcome is safely in the hands of Scotland’s amazing tourism sector. 

Since its launch in 2021, the Scotland is Calling video has been viewed by over 40 million potential visitors. In addition, traffic to visitscotland.com has increased by up to 70% from priority markets, and a 16% rise in SEO searches for Scotland.

Working together with industry and stakeholders we want to continue this momentum and ensure that Scotland is the destination of choice for all visitors in 2022 and beyond. 

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Advertisement

VisitScotland launches biggest ever marketing campaign for Brave with aim of increasing economy by £140m

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By The Drum Team, Editorial

June 19, 2012 | 2 min read

Listen to article 4 min

VisitScotland has announced the launch of its largest ever marketing campaign, featuring a new TV and cinema advert, a new website and promotional events, working alongside Disney Pixar and upcoming film Brave.

The activity launch coincides with the world premiere of the film, which took place last night in Hollywood Boulevard.

As well as taking place in the UK, the activity will also run in countries across Europe and in the US – the first time an advert for Scotland has aired in North America for ten years.

The TV and cinema campaign will reach around 80 million people in the UK and abroad and is expected to boost the Scottish economy by around £140m.

Using the theme “Scotland. Where legends come to life.”, the 30 second TV ad will be voiced by neil Oliver and will be translated into French, Spanish, German and Italian.

Mike Cantlay, chairman of VisitScotland, said: “The launch of the new advert represents a pivotal moment in our campaign with Disney. With the advert going live coast to coast, the hard-work can really begin by converting moviegoers and fans of Brave into visitors to Scotland. This is one of the biggest opportunities we have ever had and Brave will be shown in 72 countries across the world. The film is about changing your fate and I believe it will change the fate of Scottish tourism in a significant and positive way.”

As well as the ad, there will also be a worldwide prize-draw to win a luxurious four-day trip to Scotland.

Alex Salmond, First Minister, commented: “Tourism is worth £11bn to Scotland, employs 270,000 people and is one of the industries bucking the economic downturn - with visitor figures increasing by 9% last year. The fact that we are seeing growth in visitor numbers from America means that this couldn’t be a better time to promote Scotland in conjunction with the largest entertainment company in the world. Not only will this have a significant short-term impact, there is a legacy for the future with families being inspired to come to Scotland for years to come.”

More from Disney

• Cities & Destinations
• Visit Scotland

Visit Scotland TV Spot, 'Scotland Week'

Get free access to the data below for 10 ads, there's a better way to measure tv & streaming ad roi.

• Real-Time Ad Measurement Across Linear and CTV
• TV Ad Attribution & Benchmarking
• Marketing Stack Integrations and Multi-Touch Attribution
• Real-Time Video Ad Creative Assessment

Check out Visit Scotland's 15 second TV commercial, 'Scotland Week' from the Cities & Destinations industry. Keep an eye on this page to learn about the songs, characters, and celebrities appearing in this TV commercial. Share it with friends, then discover more great TV commercials on iSpot.tv

• Submissions should come only from actors, their parent/legal guardian or casting agency.
• Submit ONCE per commercial, and allow 48 to 72 hours for your request to be processed.
• Once verified, the information you provide will be displayed on our site.

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Highland cows at Kitchen Coos and Ewes

Welcome to Scotland

Scotland is a place of epic natural landscapes, engaging cities and rich cultural heritage. Start your adventure and discover our hidden gems to create memories with friends and family. But don't just take our word for it. National Geographic has just included Scotland in their Best of the World 2024 list, and Far North Scotland has been named as one of Lonely Planet’s Best in Travel destinations for 2024! 

Whatever you need right now, let's make it a reality. We can’t wait to share Scotland with you. 

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