Press release -
‘Kilty pleasures’ in NYC
New Yorkers are being urged to “give in to their kilty pleasures” in an Outlander-inspired VisitScotland promotion being beamed around Manhattan during Scotland Week.
The poster, featuring a kilted man and stunning Glen Coe scenery, is being displayed on 50 digital urban screens in New York City as part of the annual North American celebration of the very best in Scottish culture.
The national tourism organisation has also teamed up with Showcase, the Canadian channel broadcastingOutlander, to offer viewers a dream six-day holiday for two in Scotland.
The advert for the competition is being broadcast during the first and second episodes of the series this month, with shots of Scotland appearing alongside clips from the show, which was named “Most Exciting New Series” in the Critics’ Choice Television Awards.
Other VisitScotland Outlander activity during Scotland week includes:
Members of the VisitScotland team will march along 6th Avenue, New York, with a special “Scotland – the land that inspired Outlander” banner during the Tartan Day Parade on Saturday 11 April. The parade will include 300 Outlander fans and will be led by Grand Marshall Graham McTavish, who plays Dougal Mackenzie in the show.
Members of VisitScotland’s International Marketing team are hosting travel journalists during the screening of the second part of the first series of Outlander at the Ziegfeld Theatre in Manhattan.
Claire MacKay, the Scottish herbalist who serves as an adviser on Outlander, is attending VisitScotland’s media event at the Highlands restaurant in New York, which is being attended by more than 40 journalists from the likes of Vogue, The New York Times and The Wall Street Journal.
Mike Cantlay, Chairman of VisitScotland, said:
“Last year we welcomed the world – now we need to take Scotland to the World and sell it like never before. Outlander has captured the imagination of people across the globe, particularly in North America, and it is vital that we make the most of this fantastic opportunity. Our intensive marketing activity during Scotland Week, and beyond, will encourage more and more people to come to Scotland – the land that inspired Outlander.”
Outlander is now available to watch in the UK via Amazon Prime. For more information on VisitScotland andOutlander, go to www.visitscotland.com/outlander
Topics
- Tourism
Categories
- corporate communications
- outlander
- international marketing
- scotland week
- film tourism
Regions
- 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:
- To market Scotland to all parts of the world to attract visitors
- To provide information – and inspiration – to visitors and potential visitors so they get the best out of a visit to Scotland
- 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
