Targeting UK viewers' travel plans
Three new adverts, which will run on Channel 4, STV, ITV and other regional outputs until 19 April, have been launched as the latest part of our Scotland is Now activity.
We want to raise awareness and inspire our domestic audience to consider Scotland this spring / summer. The UK market is our biggest, accounting for 78% of trips and 57% of spend – let’s get them to put Scotland at the top of their travel plans.
The collaborative initiative, which launched in April 2018, brings together VisitScotland, Scottish Enterprise, Highlands and Islands Enterprise, Scottish Government and Universities Scotland for the first time with a single, bold narrative positioning Scotland as the ideal place to study, invest, visit, live and work.
A total of 11.8 million trips were made to Scotland by people resident in Great Britain in 2018, making the domestic market one of Scotland’s most lucrative tourism audiences. It is estimated that this current period of TV activity could be seen up to 36.7 million times.
Locations, attractions and events which feature in the trio of adverts include: Camusdarach Beach in Arisaig, Caerlaverock Castle in Dumfries & Galloway, The Royal Edinburgh Military Tattoo, the Isle of Skye, Glasgow, Tiree Wave Classic, St Andrews, Falkirk Wheel and An Ceann Mòr by Loch Lomond.
This short TV campaign comes at a crucial time for UK visitors who will be busy considering their holiday plans for the coming months.
Look out for the adverts!