VISITSCOTLAND launches first ever global campaign

VISITSCOTLAND says it is bringing the spirit of the country to life in its first ever global campaign. Launched by Scottish first minister Nicola Sturgeon, the campaign aims to raise the spirit and profile of #Scotland. 

The campaign will aim ‘evoke emotion’ through TV, radio, print, digital advertising, and social media. It is one of a series of initiatives that changes the way VisitScotland markets and sells the country around the world. A new website has been launched to enable tourism businesses and organizations to expand.

People across the world will be asked to share their experience of the spirit of Scotland through #ScotSpirit and in doing so become part of a ‘special movement’ with social, economic and charitable aims.

As a starter, VisitScotland has introduced ‘The Seven Spirits of Scotland’ – key traits that can be found within the characters of the people and landscapes of the country:

• Warmth
• Humour 
• Guts Spark 
• Soul 
• Determination 
• Fun 

The Seven Spirits will be used throughout the campaign, encouraging visitors, residents, and those who just love Scotland to reveal what the Scottish spirit means to them.

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