TV and Cinema Campaigns
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VisitScotland has a portfolio of adverts which showcase Scotland in its best light, ranging from the successful Senses adverts to the more recent Events & Festivals ones. All of the VisitScotland adverts have been shot with high production values to emphasise the quality of the product Scotland has to offer. TV and cinema advertising generally occurs in three bursts at key times of year for holiday booking: February/March, April/May and August/September. TV and cinema advertising has historically taken place in key geographical markets, in terms of proximity and accessibility:
However, this year has seen VisitScotland’s first foray onto satellite channels with an interactive TV advert This is in reaction to the viewing public becoming more loyal to programmes rather than channels, and allows a wider geographical reach and the ability to target key markets in the south. Senses: The successful Senses adverts have been running since 2002. There are three executions: Spring, Autumn and Winter. Research shows that these ads are well recognised in the regions where they have been aired and a high percentage of our target market is likely to consider Scotland for a short break in the future. In newer target regions, such as Ulster and the Midlands, where they have only been showing since 2004, tracking shows encouraging results: high levels of recognition of the ads and an increased likelihood to consider Scotland as a short break destination. City-Plus: As a natural progression from the Senses adverts, City Freedom and City Active adverts were filmed which demonstrate the accessibility of the great outdoors on a Scottish city break. The City Freedom advert is based in Inverness and features a couple visiting Loch Ness and Urquhart Castle, spotting dolphins on a wildlife watching trip and enjoying seafood in a restaurant. It has a romantic and laid back feel. The City Active advert features a group of friends based in Edinburgh enjoying Gullane beach in East Lothian, white water rafting on the Tay and mountain biking at Glentress in the Scottish Borders. Adventure: In addition to these ads, there is an Adventure ad which shows various outdoor activities such as ice climbing, mountain biking, kite surfing and white water rafting, demonstrating that as well as being tranquil and serene, Scotland can be a bit wild. Events & Festivals: More recently, VisitScotland has been showing Events & Festivals adverts of which there are currently Summer and Winter versions. These ads are more fast-paced than the Senses adverts and show how much there is to see and do on a break in Scotland, showcasing events such as T in the Park, Hogmanay, the Edinburgh Festivals and the Mountain Bike World Cup.
New for 2007: A Highlands Events & Festivals advert has now been shot to air as part of the Highland 2007 celebration, featuring the O’Neill Highland Open, Devil’s Staircase Glencoe, and Rock Ness. |
