Caerlaverock Castle situated near Dumfries
Caerlaverock Castle situated near Dumfries

Scotland to star on small screen across the UK

Stunning images of iconic landmarks such as Glenfinnan Viaduct, the Kelpies and Calanais Standing Stones are set to star alongside some of the UK’s most popular TV shows as a new campaign by VisitScotland hits screens this week.

The £300,000 marketing burst aims to inspire potential visitors, particularly those in Northern England, London and the South East, to discover Scotland’s breathtaking beauty, rich history and welcoming people.

The three adverts, which will run on Channel 4, STV, ITV and other regional outputs until April 19, are the latest part of the national tourism organisation’s Scotland is Now activity.

Caerlaverock Castle situated near Dumfries

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.

St Andrews Cathedral

Helen Campbell, VisitScotland head of visitor marketing, said: ‘Scotland really sells itself on screen. Our dramatic and varied landscapes are bought to life in front of the TV audience, inspiring them to find out more about these stunning locations.

‘This short TV campaign comes at a crucial time for UK visitors who will be busy considering their holiday plans for the coming months. We want to ensure that they put Scotland at the top of their travel plans, Now is the time to discover Scotland.’

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