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VisitScotland, Scotland’s national tourism organisation, today launches its first-ever global communications campaign, through Edinburgh agency The Union. ‘Scotland. A spirit of its own’, will promote Scotland across key markets including the UK, Canada, the US, France, Germany, and Australia.

According to Helen Campbell, Head of Global Brand and Marketing Communications, the campaign aims to show a modern, intriguing side to Scotland: “As a tourist destination Scotland has something magical that’s inherent in its land and in its people. It’s deep, enriching and felt by everyone who visits. ‘A spirit of its own’ captures Scotland’s unique essence and brings it to life in the most dramatic way imaginable.”  

The Union’s Managing Director, Kyle Hardie, said: “The brief from the client was to take an almost cinematic approach to deliver to screens across the world the magical, mystical qualities that set our country apart. What makes the work even more remarkable is that there is no CGI involved. The team captured the natural dramatic beauty of Scotland, and have allowed it to speak quite beautifully for itself.

Created by Union Deputy Creative Directors Paul McDonald and Euan Auld, and directed by acclaimed Scottish filmmaker Ben Craig, the campaign includes 30’ and 60’ TV commercials shot in locations from Caerlaverock Castle in the south, to Tiree and the Outer Hebrides in the north.

A series of stirring online films introduce potential visitors to the rich and varied people of Scotland, each talking about the parts of the country they know best. These include such diverse characters as a scallop diver from Skye, an Edinburgh Military Tattoo piper, and the sculptor behind the iconic Kelpies in Falkirk. Each of the commercials and films feature a stunning soundtrack specially commissioned from and performed by the Royal Scottish National Orchestra (RSNO). Media is through Carat in Edinburgh, and their worldwide network. Launch events take place in Edinburgh and New York later today.

T!he films can be viewed at:

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