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Visit Scotland | Alba
Article published 19/07/2021

We’ve partnered with STV to launch a new, six-week television consumer campaign “I love it, so I look after it” which asks locals and visitors alike to consider their impact on people’s favourite places across Scotland. The campaign launches today (Monday 19 July) and it emphasises the responsibility everyone has to look after Scotland, and to keep it special for others to enjoy.

The activity consists of two 60-second films, 10 and 20-second sponsorship bumpers, and five, 10 and 15-second channel idents, as well as supporting social media activity.

The advertisements feature contributors from tourism businesses, as well as locals and visitors championing responsible tourism practices, including:

  • Andrew Donaldson from Comrie Croft, Perthshire
  • Sarah Heward from The Real Food Café, Tyndrum
  • Leigh Hamilton from Loch Lomond & The Trossachs National Park
  • Locals and visitors around Kelvingrove Art Gallery & Museum, Glasgow

STV advert - Kelvingrove Art Gallery and Museum

The adverts will appear alongside popular STV programmes such as James Martin’s Islands to Highlands, This Morning, Cooking with the Stars, Coronation Street and Emmerdale.

In these adverts, we’ve shared the voices of visitors and businesses who encourage visitors to seek out Scotland’s beautiful locations, but to leave no trace of their presence – preserving the beauty for others to enjoy next.

This TV campaign comes at a crucial time of the year, as people across the UK still look to holiday at home, exploring all that Scotland has to offer amid remaining COVID-19 travel restrictions. Our campaign encourages those holidaying across the country to look after the locations they visit.

Be sure to look out for the advertisements on STV over the next month. The first 60-second advert will appear during Coronation Street on 19 July around 8.45pm.  

STV advert image

To find out more about how we’re encouraging responsible visitor behaviour, take a look at our responsible tourism content and industry guidance.

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