New £5.3 million ‘Brilliant’ marketing campaign uses real people to motivate visitors to experience Scotland in 2014

Published on : Friday, November 22, 2013

visit-scotland-logo-300x82A paramedic, a wildlife ranger, a chef, a swimmer, a youth golfer and a whisky ambassador will join six-time Olympic champion and Glasgow 2014 Ambassador, Sir Chris Hoy, to inspire the world to make Scotland their top destination in 2014 in a new multi-million pound marketing drive.

The £5.3 million VisitScotland Brilliant Moments campaign, launched today (Wednesday 20 November) by First Minister Alex Salmond in Edinburgh includes a £3 million investment in TV involving ‘real’ people reading a specially penned poem, against a backdrop of dramatic Scottish locations.

As a surprise element, three well known Scottish faces deliver the final line of the poem in different versions of the advert, designed to promote the headline events of 2014 – Homecoming Scotland, the Commonwealth Games in Glasgow and the Ryder Cup at Gleneagles.

Sir Chris Hoy will deliver the final line within the 30-second master TV advert and also within the Commonwealth Games-specific version. Scottish musician and Classic Brit Award winner Nicola Benedetti will feature in the version which highlights the year of Homecoming. And Ryder Cup captain Paul McGinley will deliver the final line of the advert to promote this epic golf tournament at Gleneagles.

The advert will play on television screens across the UK from November 2013 and throughout 2014, and will also reach new international audiences through social media and e-communication.

The ‘real’ people in the advert include:
Jenny Campbell – Scottish Natural Heritage Ranger, at the Ring O’Brodgar and Orkney Nature Festival
Sonn Breslin – Glasgow swimmer and Commonwealth Games hopeful, at Tollcross Swimming Pool
Lewis Breslin – Junior golfer at Blairgowrie, host course of the 2014 Junior Ryder Cup
Ian Millar – Global Brand Ambassador of Glenfiddich, at Spirit of Speyside
Ely Nathan – Chef at Gleneagles
Graeme Hay – Paramedic and hobbyist Boatman at Portsoy Boat Festival

Alongside the TV campaign, VisitScotland will run extensive marketing activity including direct mail, sales promotion, print advertising, e-communications, social media and PR, all with a Brilliant Moments theme.

Source:- Visit Scotland

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