Yesterday I attended the launch of VisitScotland’s new marketing campaign – the Spirit of Scotland. The national tourist board have produced a series of impressive short films designed to bring this rather intangible concept to life, with portraits of real people, who encapsulate the values of #ScotSpirit: warmth, guts, humour, determination, soul, spark, fun.
It’s a major challenge to create a campaign which can appeal to every market across the world, but I think they have made a great attempt, trying to go beyond the cliché.
At McKinlay Kidd, we strive to achieve this too – helping our customers to explore beyond the obvious and to uncover the true essence – the spirit, if you like – of the places they visit.
Many of our visitors to Scotland include a trip on the Jacobite steam train, so I particularly enjoyed the film made about one of the engine drivers.
Do let us know what you think. And if it puts you in the mood for a trip to Scotland, please just get in touch!