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We’re delighted to report that VisitScotland has appointed The Union for a new global brand brief. It’s the first time a single creative approach for all markets has been adopted.

The campaign will promote Scotland as a tourism destination to all VisitScotland’s key markets, which includes the UK, Europe and USA. The new brief is to create a single unifying proposition and creative idea to exploit the creative opportunities on and offline, in paid for, and earned media channels. The campaign is planned to launch later this year.

Helen Campbell, Head of Global Brand and Marketing Communications, said of the appointment: “The roster agencies responded with real quality and depth of thinking. In the end, we elected The Union’s response, a creative approach which was both based on a clear insight and also challenged us.”

The Union will be using its international agency network, Worldwide Partners, Inc., to help execute the campaign in international markets. Ian McAteer, The Union’s Chairman, said: “We’re excited, proud and delighted with this appointment. Although we’ve worked with VisitScotland many times over the years, this tender represented an opportunity for fresh thinking and a fresh approach. As a creative agency that’s always going to be motivating. It’s a huge win for us and the team can’t wait to get started. We also have to thank our partner agencies for their help – we’ve held a shareholding in Worldwide Partners since 2000, and it gives us scope to execute campaigns internationally for clients with relative ease.”