The adverts showcasing some of Scotland’s most iconic scenery and famous golf courses will be screened in the US during their coverage of the Scottish Open, which tee-ed off on the coast of the Moray Firth this morning.
It is part of a new £400,000 campaign launched by First Minister Alex Salmond at the event being held at Castle Stuart Golf Link on the outskirts of Inverness.
VisitScotland’s brand new television adverts are the first to be purely dedicated to golf.
Whilst attending The Ryder Cup at Medinah Country Club last year, the First Minister helped broker a deal with American TV channel, NBC, which resulted in the Aberdeen Asset Management Scottish Open becoming the first regular European Tour event to be broadcast live on a US network television.
The adverts will be shown during the coverage on NBC in the US and Sky Sports in the UK, reaching international audiences of tens of million.
The advert will feature some of Scotland’s most beautiful scenery, with Laura Murray, one of the most successful Scottish amateurs who has turned professional this year, hitting golf balls under the spectre of Glenfinnan Viaduct as the Jacobite steam train passes across.
Private Jamie Notman also plays a shot from the ramparts of Edinburgh Castle, as Bombardier Ally Jones fires the famous One O’Clock gun.
The First Minister met Murray as they revealed the new adverts in the tented village at Castle Stuart.
Mr Salmond said: “Scotland is the undisputed Home of Golf. We have the best courses in the world, and these fantastic adverts will cement that reputation to tens of millions of golf fans across the globe.
“During the Scottish Open, we have a captive global audience of golf fans so this is the ideal opportunity to give Scottish golf the biggest ever push. The fact that the tournament is being broadcast on American network television, to tens of millions of US viewers, is a fantastic endorsement for Castle Stuart, and the Scottish Open.
“This is a great boost for Scotland, and for Scottish golf, as well as being an incredible opportunity to showcase our outstanding scenery and the golf on offer across the country.
“Millions of visitors each year come to Scotland to play golf, and the sport brings millions of pounds to the Scottish economy. I hope that even more viewers from around the world tuning into the Scottish Open will see what the country has to offer.
“Golf is a significant part of Scotland’s identity and culture, and I’d like to invite everyone to come and test their skills on the finest golf courses in the world.”
As well as the TV adverts, the campaign also includes online and on-air consumer promotions, aimed at golf audiences in the UK and United States, specifically promoting the Aberdeen Asset Management Scottish Open and its coverage on Sky Sports and the Golf Channel on NBC.
Malcolm Roughead, Chief Executive of VisitScotland, said: “The profile of golf in Scotland over the next couple of years is going to be extremely high, so it’s important that we capitalise on every opportunity afforded to us to ensure Scotland remains at the forefront of golfers’ minds all over the world.
“The large TV audience and the thousands of visitors who will witness the very best of Scotland during the next two weeks of competition will be treated to some spectacular golf on two fantastic courses.
“Golf tourism is worth £220m to the Scottish economy, and therefore a major contributor to the country. We have a wealth of fantastic events this year and, with the Ryder Cup next year, we are creating the optimum platform for a lasting golf legacy in Scotland.”
The adverts can be viewed on YouTube, at www.youtube.com/ScotlandHomeofGolf