Have you #ScotSpirit?
VisitScotland unveils first ever global campaign and social movement to harness the power of the nation behind tourism
‘Spirit of Scotland' heralded as a ‘new era' for the national tourism organisation and a ‘destination marketing first'
#ScotSpirit movement launched with social, economic and charitable aims
VisitScotland is bringing the spirit of Scotland to life in its first ever global campaign and social movement.
Launched to the world today (10 February 2016) by First Minister Nicola Sturgeon, the campaign aims to raise the spirit and profile of Scotland to the highest it has ever been in history by igniting the power of a nation behind tourism.
The campaign will evoke emotion in all those who encounter it worldwide through TV, radio, print, digital advertising and social media.
The First Minister was joined by stunt bike athlete and viral sensation Danny MacAskill to reveal the initiative, alongside well-known faces that embody the spirit of Scotland including Social Bite entrepreneur, Josh Littlejohn and Olympic athlete, Laura Muir.
The campaign is one of a series of initiatives that fundamentally change the way VisitScotland markets and sells the country around the world. An inspirational and interactive new website has also been launched to enable every tourism business and organisation to drive new business, helping tourism reach its ambition of £1 billion growth by 2020.
A key focus of this campaign will be the #ScotSpirit movement which seeks to go beyond standard destination marketing and impact every industry, business and person.
People across the world will be asked to share their experience of the spirit of Scotland through #ScotSpirit and in doing so become part of a special movement with social, economic and charitable aims.
To start the conversation, VisitScotland has introduced ‘The Seven Spirits of Scotland' - key traits that can be found within the characters of the people and landscapes of the country:
The Seven Spirits will be used throughout the campaign, encouraging visitors, residents and those who just love Scotland to reveal what the Scottish spirit means to them.
VisitScotland is also working with the UK charity Family Holiday Association and the tourism industry to create opportunities for struggling families in Scotland, many of whom will never have had a family holiday, to see more of their country. Everyone who gets involved and shares their #ScotSpirit will be part of this very special social movement, raising the profile of social tourism worldwide.
A new era for VisitScotland - key aspects of campaign and social movement:
First Minister Nicola Sturgeon said:
"The spirit of Scotland is an indefinable quality that permeates all of the wonderful things that happen in our country and it encompasses many things - warmth, humour, guts, spark, soul determination and fun.
"That spirit has a global reputation. Each year, many thousands of visitors travel to our country to sample what it offers. They come from all over the globe to see our incredible attractions, share our experiences and sample our internationally renowned food and drink.
"But nowhere is the spirit of Scotland more evident than in its people - visitors to our country can be guaranteed that the people they meet and the welcome they receive will leave a lasting impression.
"So who could be better to be involved in a new campaign to bring even more visitors to Scotland than those who live here or visitors who love our country?
"Using the hashtag #ScotSpirit, people can get involved and demonstrate what you think makes Scotland special. Everyone who shares their experiences will be part of a special movement to promote Scotland across the globe and people sharing from overseas will become part of Scotland's extended family."
In total, the creative, media and PR investment in the UK, North America, France and Germany for the Spirit of Scotland campaign is in the region of £4.25 million.
Malcolm Roughead, Chief Executive of VisitScotland, said:
"Tourism in Scotland continues to go from strength to strength against a difficult economic backdrop and uncertainty in travel. In the last 12 months there has been a 7% increase in visitors and an 8% increase in spend, but we cannot and must not be complacent.
"After nearly a year in the making, we are delighted to launch the Spirit of Scotland campaign. The new advertising visuals are breath-taking and I'm sure they will inspire many to make the journey to Scotland, but this is about so much more than stunning imagery. It's about harnessing a nation behind tourism.
"We want everyone who cares for Scotland to get behind this campaign by using #ScotSpirit and in doing so become ambassadors for the country and create this very special movement.
"Scotland is a unique place inhabited by a unique people - a combination that creates an inimitable spirit. The emotional pull of this spirit can't be duplicated by other destinations. You have to come to Scotland to experience it. But once you've felt it, our spirit will stay with you forever."
As part of the Spirit campaign, VisitScotland has worked with the Family Holiday Association and Scottish tourism industry providers to add a charitable initiative to raise the profile and importance of social tourism. Thanks to donations from providers across the country including Hilton, Accor, Macdonald, National Trust for Scotland, Historic Environment Scotland, Scottish Youth Hostel Association and Abellio ScotRail, we are gifting short breaks to more than 100 vulnerable and disadvantaged adults and children.
John McDonald, director of the Family Holiday Association, said:
"The Family Holiday Association is delighted to be working with VisitScotland on the Spirit of Scotland campaign. Over the years we've helped hundreds of struggling Scottish families to benefit from a short break or day out to experience more of the #ScotSpirit for themselves. This campaign is a fantastic opportunity to work with VisitScotland and their partners to help even more Scottish families in 2016.
"We see #ScotSpirit every day in the families we help, families who are struggling with some of the toughest challenges life can bring but are able to create memories that will last a lifetime, strengthening family bonds along the way."
The Spirit of Scotland campaign launches today (Wed 10 February) worldwide. To find our more go to www.visitscotland.com/ScotSpirit
Join the conversation by using #ScotSpirit
For further information contact:
Kate Turnbull, Corporate Press Manager
0131 472 2324 / 07854401040
Notes to Editors
* People featured in mini-documentaries:
Sgt. Andrew Reid - Piper - Edinburgh
Ben Oakes - Scallop Diver - Isle of Skye
Fiona Thompson - Park ranger - Loch Lomond
Serge - Head Chef - St Andrews
Jackie Higgins - Castle Steward - Caerlaverock castle, Dumfries and Galloway
Fiona Shepherd - Glasgow Music Tours
Ewan Robertson - Kayaker - Arisaig
Megan Henderson - Kayaker - Arisaig
Alec - Train driver - Glenfinnan
Tim Ford -Canal Barge - Falkirk
Rebecca Hutton - Tweed weaver - Isle of Harris
William MacLean - Windsurfing
Andy Scott - Kelpies - Falkirk
About the Family Holiday Association
Year of Innovation, Architecture and Design 2016
For more information contact:
VisitBritain Media Teampressandpr@visitbritain.com