At the heart of the “Spirit of Scotland” campaign are two adverts are set to a specially-commissioned score created by Glasgow composer Giles Lamb, who was asked by VisitScotland to write a piece of music to “create goosebumps”.
Time-lapse footage masterminded by Edinburgh-based filmmaker Ben Craig casts new light on familiar landmarks such as the Glenfinnan Viaduct in the West Highlands, the Callanish Standing Stones on the Isle of Lewis and the Old Man of Storr on Skye.
However, the adverts also feature windsurfing in Tiree, kayaking in Arisaig and glamping in Skye, as well as new icons such as the Kelpies in Falkirk, which were unveiled two years, and Glasgow’s three-year-old SSE Hydro arena, now the world’s third busiest music arena. Mercury Prize winners Young Fathers are seen performing there, while the Royal Edinburgh Military Tattoo, currently touring Australia and New Zealand, represents Edinburgh’s festivals.
Mini-documentaries created for the campaign feature 12 Scots said to capture the spirit of the nation, including artist Andy Scott, who designed the Kelpies; Fiona Shepherd, The Scotsman’s pop and rock critic, who also runs music-themed walking tours in Glasgow; Rebecca Hutton, a Harris Tweed weaver and Skye scallop diver Ben Oakes.
VisitScotland wants tourism businesses to promote the new campaign on Facebook, Twitter and Instagram by choosing one of the seven key elements that they most identify with. Visitors to Scotland will also be urged to used the #ScotSpirit hashtag to share their own photos and videos.
The tourism body plans to strike up new “Spirit of Scotland” partnerships with leading digital brands to help extend its reach.
It will also be expanding into charitable work for the first time by helping to offer free short breaks to more than 100 vulnerable and disadvantaged adults and children.