VisitScotland

Time for...a trip to Scotland?

Press release   •   Jun 03, 2015 13:48 BST

Images of Shetland and Moray have been used as part of a European marketing campaign to promote a new ‘rugged’ watch collection from Timex, supported by VisitScotland.

The campaign’s goal is to promote the new Timex Expedition Shock Collection watches in the most rugged and rough environments and to expose them to several extreme outdoor activities. Scotland beat Norway and Iceland as the chosen destination for this campaign, giving the country fantastic exposure on an international scale.

Led by Timex and facilitated by VisitScotland, the campaign went live in Germany, France, Italy, Poland and the UK in spring 2015 and was promoted through the Timex Online, Facebook and Men’s Health channels in each participating country.

The initial campaign was competition-led, offering ‘cool, bold and excited people’ the chance to test the watches in extreme conditions and win an unforgettable three-day expedition to Scotland with a friend.

The competition winners, along with journalists and retailers are visiting Scotland from 4th to 7th June, visiting Edinburgh, Perthshire and Rothiemurchus, by Aviemore. Wilderness Scotland has helped pull together an action-packed itinerary for the visitors, including canyoning, rafting, camping and whisky tasting.

The second part of the campaign will run in September where the ‘after’ movie and images, shot during this trip, will be promoted, with the aim of it being ‘shared’ by viewers, stimulating them to choose a Timex-watch. The video content will also be used to promote the Timex campaign running in Europe.

Mike Cantlay, Chairman of VisitScotland, said:
“It comes as no surprise that Scotland was chosen as the backdrop to this campaign, as it is a mecca for outdoor enthusiasts and extreme sports fans.  Working with a global brand like Timex offers us the opportunity to showcase our unique and stunning landscapes to the world, inspiring people to visit and get involved in their very own ‘rugged’ adventure.

“From base jumping in Foula to mountain biking in the Borders, Scotland has something to offer everyone who is interested in the outdoors. I am confident these competition winners will have a wonderful trip to Scotland and enjoy the challenge!”

Bart van Schijndel, Timex International Marketing Manager Sports, stated:
“The images of Scotland have provided us with good results in our online campaign, Scotland represents everything that’s in our target group (young, bold and tough men between 20 and 40). We are looking forward to see our products on their wrists during the exciting expedition trip in the rough terrains of Scotland." 

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 has three key roles:
    1. To market Scotland to all parts of the world to attract visitors
    2. To provide information – and inspiration – to visitors and potential visitors so they get the best out of a visit to Scotland
    3. To provide quality assurance to visitors and quality advice to the industry and partners to help the industry meet and strive to exceed customer expectations
  • 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.
  • According to a recent Deloitte study, the tourism economy supports 270,000 jobs in Scotland in 20,000 diverse businesses. The same study calculates that the tourism economy contributes £11 billion annually (direct and indirect impact, including day visits) and supports around 10 per cent of employment in Scotland. Almost 16 million tourists take overnight trips to Scotland.
  • 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 tourism in Scotland go to www.conventionscotland.com

Year of Food and Drink 2015

  • 2015 is the Year of Food and Drink, a celebration of Scotland’s natural larder and the role that food and drink plays in shaping our economic success.
  • Scotland generates over £2.5m per day through food and drink tourism.
  • A series of themed months will create an appetite for key areas of Scotland’s food and drink industries – from seafood and whisky to berries and high-quality meat
  • For more information, visit www.visitscotland.com/tastescotland