Press release -
VisitScotland opens the door to 2014
A new marketing campaign designed to encourage Scots and those in the north of England and Northern Ireland to uncover the Homecoming Scotland 2014 events on their doorsteps has been launched by Tourism Minister Fergus Ewing at the Filmhouse in Edinburgh.
The £500,000 campaign, which involves a dedicated TV advert as well as additional press, radio, digital and promotional activity, will demonstrate how easy it is to attend at least one of the record number of 430 Homecoming events (and counting) which stretch across Scotland.
The advert, to be shown across Scotland, the north of England and Northern Ireland, depicts different family groups stepping out of their front doors straight into one of the many Homecoming events including:
Grandparents with their 2 grandchildren enjoying the Lochearnhead Highland Games
A couple taking the CalMac ferry to Islay to enjoy the Islay Festival of Music and Malt
A young couple at the Wickerman Festival in Dumfries and Galloway
A couple on the High Street enjoying the Edinburgh Festival Fringe
A mum and her two young children at Return to the Ridings in the Scottish Borders
The 30-second advert is aimed primarily at the domestic market to encourage Scots to attend not just one, but many of the vast, diverse activities happening across Scotland in 2014 and get involved in what is set to be the biggest programme of events for Homecoming that the country has ever seen.
As well as the TV advert, a promotional campaign has been launched on radio and in print and a specialHomecoming App, also launched today, will allow users to search events, bookmark favourites, check in while at events and take photos to seamlessly share with friends and those around them. Visitors can also download aspecial e-brochure.
Fergus Ewing, Tourism Minister said:
“The world-class events planned for Homecoming 2014 create a huge opportunity for Scotland, boosting our tourism industry and wider economy and positioning our country on the international stage as a dynamic and creative nation.
“We have already seen Lonely Planet name Scotland as one of the three top countries in the world to visit in 2014. CNN recently listed Edinburgh as a top ten city to visit this winter. This fantastic news further adds to the momentum building through spectacular events such as last week’s Hogmanay celebrations.
“The Doorsteps TV advert showcases some of the other inspirational events and activities happening across Scotland in 2014 and warmly invites our people and visitors closer to home to join the celebration.
“This year, Scotland will also play host to the Ryder Cup, Commonwealth Games and the MTV Europe Awards - which will broadcast to nearly 700 million households through MTV’s global network of channels.
“2014 will be an extraordinary year for Scotland and this advert, alongside the Homecoming app and enhanced information on the wider events programme which are also now available, will help us to share it with as many people as possible.”
Mike Cantlay, Chairman of VisitScotland, said:
“From the Orkney Nature Festival in the north to the Big Burns Supper in the south, Homecoming Scotland events are sweeping across the country in 2014 and we want everyone to get out there and enjoy them, whether it’s just one, or all 430 – now there’s a challenge!
“Homecoming is not only about Scottish people welcoming others from around the world to celebrate their home country, it’s about Scots themselves, opening their doors to the rich culture and history all around them. It’s going to be a truly amazing year.”
The Homecoming ‘doorsteps’ advert was created by Edinburgh-based The Leith Agency and directed by Martin Wedderburn. The adverts will appear on television in Scotland, Northern Ireland and the north of England from 8 – 27 January, when millions of people will see the advert. Further bursts of activity are planned for early March and May.
The ‘doorsteps’ advert complements the VisitScotland ‘Brilliant Moments’ campaign, launched in November 2013, which promotes Homecoming, the Commonwealth Games and the Ryder Cup to national and international audiences through TV advertising, radio, print, outdoor and online.
The end frame to the ‘doorsteps’ advert states “A Year of Brilliant Moments, right on your doorstep,” to link the campaigns. The advert will also promote the homecomingscotland.com website and twitter handle: #Homecoming2014. The advert will be available to view on the VisitScotland YouTube channel from 11am on Wednesday 8 January.
ENDS
For further information contact:
Kate Turnbull, Corporate Press Manager 0131 472 2324
Topics
- Events
Categories
- corporate communications
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.
- 2014 is the year Scotland welcomes the world, when it hosts the Glasgow Commonwealth Games, the Ryder Cup at Gleneagles and more than 800 Homecoming events throughout the country.For more information on Homecoming Scotland 2014, go to www.visitscotland.com
- The VisitScotland Information Centre network is a unique face-to-face channel engaging with around five million visitors and locals each year. Everyone who uses a VisitScotland Information Centre goes on to spend an additional £5.35, generating over £24 million for Scotland’s economy.
- According to a recent Deloitte study, tourism employs 270,000 people in Scotland in 20,000 diverse businesses. The same study calculates that the industry 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
- For more information on VisitScotland’s annual review please go to www.visitscotland.org/about_us/our_focus/annual_report.aspx
