VisitScotland

Painting a picture

Press release   •   Jul 26, 2016 12:28 BST

A new online film featuring Dundee artist and blogger Ellis O’Connor has been released which aims to inspire visitors from around the globe to experience the ‘hidden gem’ of Dundee and Angus.

‘Artist – Ellis’ Story’ is the latest in a series of online films by VisitScotland, already viewed over 20 million times, which highlight how different people from across Scotland embody the ‘Spirit of Scotland’.

In the video, Ellis, a Duncan of Jordanstone College of Art & Design graduate, discusses how the stunning landscapes of the Angus Glens have been an inspiration for her works from an early age and how she is still discovering new places in the region to this day.

Shot in Glen Clova by Cut Media productions, the film joins other ‘Spirit of Scotland’ cinematic short documentaries including ‘Edinburgh Military Tattoo Lone Piper – Andy’s Story’, Driving the Jacobite Steam train – Alec’s Story’ and ‘Tiree Windsurfer – William’s Story.

Located just half an hour from Dundee, the unspoilt Angus Glens’ ancient narrow roads and footpaths lead straight into the heart of the Cairngorms Mountains and include ten ‘Munros’.

The Spirit of Scotland campaign was launched in February 2016 and is built on extensive research which shows that people think Scotland has a unique spirit– whether it’s the magic of the landscapes or the warmth of the people.

Everyone who has shared their #ScotSpirit will become part of a special social movement. The award-winning campaign* has proved one of the most successful for VisitScotland in recent years.

Since its launch on 10 February 2016 the campaign has celebrated:

  • Over 130,000 shares of #ScotSpirit (average 1000 per day)
  • Over 20 million views of Spirit of Scotland online campaign films
  • Delivering 576,000 business referrals representing £200m income for tourism businesses (+20%)
  • #ScotSpirit trending #2 in the UK and in top 20 worldwide on day of launch
  • Over 90 holidays secured through ‘generosity of spirit’ donations for disadvantaged families (373 people)

Ellis said:

“It was an absolute pleasure working on the portrait film with the Cut Media Film Crew and the team at Visit Scotland. It was equally as amazing being able to film in Glen Clova, one of the most scenic areas in Scotland and one that means so much to me. I'm delighted with the outcome of the film and feel proud representing Dundee and Angus showing what our area has to offer!”

Jim Clarkson, Regional Director, VisitScotland, said:

“This latest Spirit of Scotland film brilliantly showcases the stunning landscapes of one of Dundee and Angus’ true ‘hidden gems’, the Angus Glens, and Ellis has done a fantastic job in summing up just what makes this area so special.

“Our Spirit of Scotland campaign has already been a huge success, harnessing the power of nation behind tourism and raising the profile of Scotland to unprecedented levels, as a place to visit, invest and live. I’m sure this beautifully shot video will encourage more visitors, from near and far, to come and experience Angus’ breath-taking scenery for themselves.”

To watch Artist – Ellis’ Story, visit https://www.youtube.com/watch?v=3ePHtVvMPIA

*Won Campaign Challenges Award at June 2016 PRCA awards

Notes to Editors

  • Follow us on twitter: @visitscotnews
  • VisitScotland is Scotland’s national tourism organisation. Its core purpose is to maximise the economic benefit of tourism to Scotland.
  • The organisation’s core objective is to contribute to the Tourism 2020 Strategy ambition of growing tourism revenues by £1 billion by 2020.
  • This will be supported by seven overarching strategies:
    1. Marketing: we will market Scotland and its outstanding assets to visitors from all parts of the world, including the promotion of Scotland to people living in Scotland       to visit different parts of the country
    2. Events: we will support the national events strategy and its delivery, and sustain, develop and promote Scotland’s international profile as one of the world’s foremost events destinations
    3. Internationalisation and International Engagement: we will utilise all our platforms to enable Scottish-based tourism businesses to better understand international       opportunities and market to a global audience and we will work within One       Scotland Partnerships to optimise the potential of Scotland’s Diaspora and our strategic partners at regional, European and global levels
    4. Customer Experience: we will provide information and inspiration to visitors both locally and globally via their preferred medium of choice
    5. Quality and Sustainability: we will provide support and advice to businesses, with the goal of improving the quality and sustainability of the tourism sector in Scotland. We will provide quality assurance to visitors through our Quality Schemes
    6. Inclusive Tourism: we will strive to make tourism in Scotland inclusive and available to all
    7. Working in Partnership: we will listen to and work with the industry, partners and communities to shape our offering and support
  • VisitScotland works together with tourism businesses to make tourism a success for everyone and ensure the industry continues to grow.
  • The organisation employs 700 people and has offices and VisitScotland Information Centres across Scotland.
  • Spending by tourists in Scotland generates around £12 billion of economic activity in the wider Scottish supply chain and contributes around £6 billion to Scottish GDP (in basic prices). This represents about 5% of total Scottish GDP.
  • The Scottish Government is the Managing Authority for the European Structural Funds 2014-20 Programme. For further information visit www.gov.scot or follow @scotgovESIF
  • For VisitScotland’s press releases go to http://www.visitscotland.org/media_centre.aspx, tourism statistics and frequently asked questions go to http://www.visitscotland.org/
  • Where possible, a Gaelic speaker will be made available for broadcast interviews on request (Far an tèid iarraidh, agus far am bheil sin nar comas, bruidhinnidh neach le Gàidhlig aig agallamh)
  • For holiday information on Scotland go to www.visitscotland.com
  • For information about business events in Scotland go to www.conventionscotland.com


    Year of Innovation, Architecture and Design 2016

  • 2016 will shine a spotlight on Scotland’s achievements in innovation, architecture and design through a wide-ranging, variety of new and existing activity.
  • The Year of Innovation, Architecture and Design begins on 1 January 2016 and ends on 31 December 2016 and will build on the momentum generated by the 2015 Year of Food and Drink as well as previous years including Homecoming Scotland 2014, the Year of Creative and the Year of Natural.
  • Through a series of exciting events and activity, the year will showcase Scotland’s position as an “innovation nation”, its outstanding built heritage, and its thriving, internationally acclaimed creative industries sector.
  • The Year of Innovation, Architecture and Design is a Scottish Government initiative being led by VisitScotland, and supported by a variety of partners including Scottish Government, Creative Scotland, Architecture + Design Scotland, Scottish Tourism Alliance, Scottish Enterprise, The National Trust for Scotland, Historic Environment Scotland, Highlands and Islands Enterprise and The Royal Incorporation of Architects in Scotland (RIAS).
  • The Year of Innovation, Architecture and Design events fund is managed by EventScotland, part of VisitScotland’s Events Directorate.
  • Join the conversation at #IAD2016
  • Events can join the 2016 Year of Innovation, Architecture and Design Partner Programme throughout the year by visiting http://www.eventscotland.org/YIAD_partner_programme

ERDF.