Brilliant Moments are closer than you think

 

Brilliant Moments banner

 

Campaign Launch Date: 4 May 2015
Type of Campaign: UK
Campaign Objectives:

The aim of the campaign was to encourage a sense of "immediacy and inspiration" - that Scotland is closer than you think.

Target Audience:
  • Scots who love travelling but not seen enough of their own country

  • English/Londoners who have always wanted to come to Scotland but just not got round to it
Relevant for: All businesses, across Scotland

 

Launched in 2013, the Brilliant Moments campaign highlighted the personal moments of the people visiting Scotland and celebrated the many events of 2014, the Year of Homecoming.

Brilliant Moments continued in 2015, The Year of Food and Drink Scotland with three new TV adverts made up of well-loved scenes from previous adverts as well as brand new scenes. The three adverts were set to a new version of the emotive track Senses by Paul Mounsey and feature a voiceover from Neil Oliver.

The adverts played on television screens across the UK and reached new international audiences through social media and e-communication.


There were three adverts:

  • Year of Food and Drink      
  • Waiting for You
  • Anywhere

Campaign Partners

 

VisitScotland worked with a number of transport partners to amplify the campaign reach and coverage, including British Airways, Caledonian Sleeper and Virgin East Coast.

 

Activity - Media Schedule

 

Alongside the TV campaign, VisitScotland ran extensive marketing activity including direct mail, radio, outdoor adverts, sales promotion, print advertising, e-communications and PR, all with the Brilliant Moments' theme.

 

Media/timing Activity detail

TV

(11 May - 7 June 2015)

From 11 May to 7 June TV advert spots across ITV Scotland and North, C4 Scotland and North, C5 Scotland and North plus multi-channel (Skymedia, C4 Digital, C5 Digital, ITV Digital).

Outdoor Advertising

(From 4 May 2015)

London

  • Kings Cross London Digital Escalator Panels
  • Cross track advertising at Euston and Kings Cross
  • Heavy presence on London Underground including cross track advertising, lift and escalator panels and tube cards

Newcastle

  • Heavy presence including printed and digital advertising, boosted by Newcastle Station sponsorship

York

  • Heavy presence of printed advertising and bus streetliners

Radio

(From end of April 2015)

Three week radio campaign with Magic FM London, including bringing the Magic in the Morning breakfast show (reaches 1.2m listeners) to Edinburgh for an outdoor broadcast on 15 May.

Digital and Press

(From 11 May 2015)

Wide range of digital and press activity to support the campaign. Details to be confirmed shortly.

 

Delivering for tourism Image of front cover of document VisitScotland activity highlights VisitScotland activity
Working for Us VisitScotland employees Job vacancies at VisitScotland Vacancies
Holidays in Scotland People Link to VisitScotland's Holiday site Holiday Information