Scotland, a spirit of its own

Our consumer research has shown 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, includes targeted TV, digital and print marketing activity in the UK and USA, and digital marketing activity in Germany and France.


We are distributing our content worldwide through social and digital channels, capitalising on our refreshed website and revitalised email marketing activity, plus developing extensive content partnerships so that Scotland becomes part of the internet, rather than just an advertiser.



It’s the biggest ever global campaign for Scotland, creating one incredibly strong universal identity with jaw-dropping imagery and stirring content, that will evoke 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 new campaign aims to truly stir the soul. Using the full range of marketing activity, we aim to inspire more potential visitors than ever before. At a regional level, it will encourage people to search for more information on specific locations throughout Scotland.

‘Scotland, a Spirit of its own’ is the base layer that everyone can 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’.

Only by working together can we show the True Spirit of Scotland.


Click here to see the marketing results so far.


Sharing the Spirit

Download our handy e-book to find out how you can help share the spirit of Scotland


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