VisitScotland puts out emotive call for ‘adventure seekers’

VisitScotland has lifted the wraps on the second phase of its tourism recovery plan, an ambitious drive to support a return of tourism to pre-pandemic levels.

‘Scotland is Calling’ launched earlier this year with a focus on the emotional journeys of travelers abroad by inviting international audiences to ‘put their money where their mood is.’ The follow-up campaign spans television and digital and targets younger ‘adventure seekers.’

Focused on younger audiences who are more inclined to set lingering concerns for Covid-19 aside, the campaign takes the form of a series of films developed by The Union that bring to life the experience of a road trip through inspiring landscapes and equally uplifting music performed by former Red Hot Chili Pipers member Cameron Barnes.

Vicki Miller, VisitScotland director of marketing and digital, said: “This marks an exciting new shift in our marketing, less about telling audiences what they can see and do, but rather how they will feel through engaging in a trip to Scotland. We are focusing on audiences we know want to travel again and using the channels we know they use to help show how Scotland can fulfill their emotional needs.”

Rachel McMullan, senior account manager at The Union, added: “VisitScotland recognized the need for a shift in tone and narrative and this allowed room for creativity and exploration.”

The campaign follows a prior interactive road trip campaign in conjunction with Channel 4 to position the nation as a destination for millennials.