Scotland, a spirit of its own

Our consumer research showed that the Spirit of Scotland is one of the most evocative ways that we can express Scotland which will attract people to us.

Our 2016 campaign, launched in February, included targeted TV, digital and print marketing activity in the UK and USA, and digital marketing activity in Germany and France.


We distributed our content worldwide through social and digital channels, capitalising on our refreshed consumer website and revitalised email marketing activity.



It was the biggest ever global campaign for Scotland, creating one incredibly strong universal identity with jaw-dropping imagery and stirring content, that evoked the emotion, spirit, and mystic qualities of our destination.  


With music specially commissioned and performed by the Royal Scottish National Orchestra plus stunning cinematography, the campaign aimed to truly stir the soul. Using the full range of marketing activity, we inspired more potential visitors than ever before. At a regional level, it encouraged people to search for more information on specific locations throughout Scotland.

‘Scotland, a Spirit of its own’ was the base layer that everyone could build on - the success of generating incremental visits to Scotland and growing the Visitor Economy rests on how we all work together to show our enduring ‘Spirit’.


Click here to see the marketing results from the first nine months of the campaign.



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