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Visit scotland – perfect day.

Advert: VISIT SCOTLAND – PERFECT DAY Music: WATERBOYS – FISHERMAN’S BLUES Get the CD from Amazon Download track from Amazon Download track from iTunes

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Visitscotland ad captures 'spirit of its own' in first global campaign.

VisitScotland is celebrating the landscape, people, heritage and modernity of Scotland in a visually stunning TV campaign that uses the slogan 'A spirit of its own', marking the tourist body's first global push.

While the ads play on aspects of the country traditionally celebrated in its marketing, such as the striking and varied landscape, they also highlight cultural elements such as the arts and cuisine.

Created by Edinburgh agency The Union, the campaign is promoting Scotland across key markets, including the UK, US, Canada, France, Germany and Australia.

The Union has produced 30- and 60-second versions of the ad, which were shot on location in places such as Caerlaverock Castle and the Outer Hebrides. The musical score was commissioned from and performed by the Royal Scottish National Orchestra.

VisitScotland has also posted a series of online films on YouTube that focus on real-life Scots, such as a scallop diver from Skye, an Edinburgh Military Tattoo piper and the sculptor behind the Kelpies in Falkirk.

Client: Helen Campbell, head of global brand and marketing, VisitScotland

Brand: VisitScotland

Agencies: The Union, Carat

Creatives: Paul McDonald, Euan Auld

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Visit Scotland TV Spot, 'Scotland Week'

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Check out Visit Scotland's 15 second TV commercial, 'Scotland Week' from the Cities & Destinations industry. Keep an eye on this page to learn about the songs, characters, and celebrities appearing in this TV commercial. Share it with friends, then discover more great TV commercials on iSpot.tv

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Our current campaign

Information on our latest marketing campaign, Scotland is Calling.

Scotland is Calling | Our invitation to the world

Scotland is Calling was established as part of our COVID-19 recovery approach. Now in its third year, we're building on the success of our Scotland is Calling marketing proposition.

For our core campaign activity through 2023 and into early 2024, we will be focusing on its emotional resonance.

We want to move audiences along the visitor lifecycle, growing awareness and inspiring them with all that Scotland has to offer. Ultimately, we hope this will compel them to visit.

The campaign activity will focus on the see, think, plan, and do stages of the visitor journey. We support it with a programme of earned, owned, intermediary, and partnership marketing activity.

In this article:

Previous phases of campaign, what's driving our activity, campaign objectives, markets and audiences, creative direction, scotland is calling media plan, phase one | product awareness.

We promoted that "Scotland is open" for tourism again, following the COVID-19 pandemic and its travel disruption.

Phase two | Influence behaviours

We encouraged visitors to "tread lightly" and think about responsible tourism when coming to Scotland. We also reinforced the message of Scotland as a safe and welcoming destination.

Phase three | Create connections

We showcased the emotional value and benefit visitors get from a trip to Scotland. 

Phase four | Build intent

We built on emotive messaging, tailored to our audience. In general, we targeted a younger “buzz seeker” (also called "experience seeker") audience.

For the UK market, we also targeted families and older couples who showed high intent to visit. The latter often has lower cost-of-living concerns and more travel time.

Summary of the latest campaign activity and results

Scotland is calling activity results 2022 / 2023.

Read about the results of our Scotland is Calling activity, including the different steps taken to ensure engagement throughout the visitor journey.

Working with Expedia

We’re gearing up for our latest burst of activity working with online travel agent – Expedia. Read on to find out how your business can get involved.

Despite the challenging global economy, people across our key markets keep prioritising travel. In fact, luxury retail, high-end experiences, and bucket list travel bookings have been on the rise.

This may be in response to the lack of control consumers felt through the pandemic and a pent-up desire to get back out and see the world.

To justify the spend, consumers are seeking unique, tailored, and personally enriching experiences. These often will have a focus on wellbeing.

To the consumer, these types of experiences can be perceived to be value for money.

Data suggests visitors are happy to spend more for personalised, unique experiences. This includes local and sustainable offers that add to their overall experience.

Sustainability remains at the forefront of public dialogue. Although it’s worth noting an ongoing disparity in understanding to what this means in practice.

What does this mean for our marketing?

Scotland's larder, heritage, culture, and welcoming neighbourhoods all offer what visitors seek. These are unique, powerfully enriching, personal experiences.  

Our audiences are open to more sustainable options, ones that are good for people and the planet. It's important to us that we don't place all the responsibility of making more sustainable travel choices on to the consumer.

We must play a leading and proactive role in:

• offering more sustainable and community-focused choices
• shaping our visitor behaviours

Grow the value of tourism to Scotland with a focus on:

positioning Scotland as an inclusive, year-round destination that delivers powerfully enriching personal experiences

prioritising key markets and audiences to grow Scotland’s share of global travel in a sustainable way

increasing the value per visit

Success will be measured by achieving our four key outcomes:

spread 

spend 

sustainability

satisfaction 

We seek to maximise resources in the year ahead to deliver the most value to Scotland and our visitors. That's why, we prioritised our paid consumer market with a focus on our domestic and international markets.

UK - We're building intent and converting interest to encourage bookings for the autumn and winter 2023 and spring 2024 seasons.

Quick facts on the UK market

• the UK is our largest single inbound visitor market, accounting for approximately 80% of visits to Scotland
• thanks to familiarity and proximity, the UK delivers both more immediate and longer-tail bookings
• range of sustainable and low environmental impact travel options available
• UK market hugely important for regional and seasonal spread
• for domestic UK visitors, Scotland is second only to southwest England in terms of interest for UK trips
• for summer (July-September 2023), intention to visit is above 2022 levels

UK holiday intentions

Concerns around finances are still nudging people from overseas to UK travel. The UK public continue to see domestic travel as a cheaper alternative to overseas.

Decision making continues to be last-minute, continuing a trend that started in the pandemic.

The life stage profile of Scotland intenders differs considerably by month of planned trip. Families dominate July and August, older life stages in September.

Life stage also has a strong impact on destination preference. Retirees show a strong preference for more rural areas, younger life stages for urban destinations.

Escape, family time, nature, and a sense of excitement or newness are the leading motivations but there is some variation by life stage.

Intentions to visit Scotland are also strong this autumn / winter (October-December 2023). However, only a small proportion have booked their trip, meaning actual bookings will be subject to circumstance.

Find out more about UK visitors' intentions in our domestic sentiment tracker.  

Find out more about visitors from the UK.

International

International visits account only for approximately 20% of total inbound visits. But they do account for a massive 43% of total visitor spend into our economy.

• US - raising awareness and building our 2024 international pipeline of visitors
• Germany - driving awareness and conversion with seasonally weighted media to drive late 2023 and early 2024 bookings
• France - driving awareness and conversion with seasonally weighted media to drive late 2023 and early 2024 bookings

Quick facts on the US market

• the US visitor market to Scotland made a strong recovery following the COVID-19 pandemic. It surpassed pre pandemic levels for both visits and spend
• the total number of US visitors to Scotland increased by 9% in 2022 from pre-pandemic levels, reaching a record high over the last decade
• nights and spend also increased from pre-pandemic levels.

in 2022, the United States was once again Scotland’s largest international market measured by number of visits, nights, and spend

2022 saw favourable exchange rates and good airline connectivity, including new capacity for 2023

in 2022, US visitors accounted for 21% of all overseas trips to Scotland and 38% of all overseas spend in Scotland

US holiday intentions

"Feeling the mysteries of the past" stands out as a potential Scotland experience, with a particular interest in castles.

Americans also expect to see vast landscapes which (unlike much of the US) are wild and unmanaged, green, and not dry.

The American market wants to feel a spiritual connection with Scotland (the land, history and people). And they expect to "feel at home" when visiting Scotland.

Find out more about our visitors from the United States.

German holiday intentions

In 2022, Germany was Scotland’s third largest international source market in terms of number of visits, after United States and France. It was fourth by expenditure and third by number of nights.

German visitors accounted for 7% of all overseas visits to Scotland and 5% of all overseas spend in Scotland in 2022.

2022 was the first full year where there were no travel restrictions from Europe. But the volume of visits from Germany and spend in 2022 were lower than pre-pandemic levels.

This means there remains capacity on direct flights.

Those who travel from Germany to Scotland are motivated to visit by our great natural beauty and vast unspoiled landscapes. German visitors to Scotland also enjoy touring our country, supporting strong regional spread.

Independent German travellers often opt for smaller accommodation, supporting product and industry spread. They also deliver strong seasonal and geographic spread.

Find our more about our visitors from Germany.

French holiday intentions

In 2022, France was Scotland’s second largest international market in terms of number of visits, expenditure and nights.

French visitors accounted for 8% of all overseas visitors to Scotland and 6% of all overseas spend in Scotland in 2022.

2022 saw good recovery from the COVID-19 pandemic. The volume and value of French visitors is now similar to 2018 and 2019 levels.

Scotland is well known in this market for its myths and legends. It’s a place of vast natural beauty with these factors motivating French visits every year.

Find out more about our visitors from France.

Our Scotland is Calling campaign aims to show people what they are missing out on if they don’t visit Scotland. What could they not get elsewhere? It draws on those deep-rooted emotional connections.

It largely speaks to the core theme of connection. It allows for flexibility across a range of formats, and always puts our communication channel and audience first.

We aim to create noise and urgency to visit with inspiring, light-hearted content. We use novel visual hooks that we know resonate with the markets. Wherever possible, we aim to make our media and creative PR-worthy.

Read more about connection and reconnection travel on afar.com.

We take a storytelling approach to our campaign creative, focusing on:

the use the familiar and iconic to grow awareness and reinforce a sense of place

the use of the unexpected and exciting to challenge perceptions of a place and inspire the visitor

positioning the visitor as the hero

putting our people and communities to the fore through our continuous marketing and media efforts

immersive formats that draw the audience in – movement, pace, first-person views

brand elements that connect the campaign across formats and channels

creating messaging that is specifically designed for an experience, rather than trying to amend a generic template

creating messaging tailored to the audience and their level of familiarity with Scotland

Watch our latest Scotland is Calling video

Let our majestic landscapes, rich heritage and warm hospitality stir your senses and ignite your wanderlust. Embark on a transformative journey like no other, as you immerse yourself in the vibrant tapestry of Scotland’s culture, marrying ancient history with modern luxury in new and surprising ways.  Scotland is Calling is our invitation to the world to come and create your own stories.

Our paid media distribution for 2023-2024 will focus on the UK, the United States, France, and Germany. Targeting "experience seeker" audiences at each stage of the consumer journey.

Brand building (see)

This raises awareness of Scotland by sharing inspiring video and image adverts to specific audiences. The activity is timed to take into account audience booking windows and encourage seasonal spread.

This is supported by an integrated mix of influencer marketing, PR, organic social and content marketing.

Paid media includes social media channels like Instagram and Facebook. On these, we can reach a large volume of experience seeker audiences in the UK.

These are flexible, low-cost, high-reach channels, that we know audiences are using to search for travel inspiration.

For the UK audience, we're encouraging autumn / winter domestic breaks and pipeline visits for early spring 2024.

Instagram and Snapchat are used to reach the American market. Snapchat users in America skew older than the UK. The US activity is timed to build awareness and instigate planning stages of visitor journey for 2024 pipeline.

Targeted video advertising on Connected TV (Paramount Plus and Disney+) are also used. This is to maximise awareness and our reach in the United States.

Partnership (think / plan)

Joint, paid and in-kind opportunities extend the reach of our campaign messaging to audiences. These come in the form of trusted high impact partnerships, and their wide network of channels and communities, including:

An exciting, first of its kind, three-way content partnership, targeting UK & US audiences, between ourselves and:

• top travel content provider National Geographic
• premium entertainment brand Disney

A content partnership with the powerful storytelling platform Culture Trip, to reach their US audience. These are millennials searching for inspired travel, adventure, and experiences.

A content partnership with Le Figaro to tap into their loyal audiences in the French market to inspire them to visit Scotland.

Building on our partnership with GoPro, @BrookeWillson visited and captured unique content from the east of Scotland. Read her blog post on brookewillson.com.

Online travel agents (do)

Strategic online travel agency partnerships to reach warm audiences with travel intent, ready to book. They help us reach visitors where they are searching and booking travel and pitch Scotland as a destination.

These partnerships give us invaluable live search and booking insights to understand how and when people are booking. This helps refine our planning and targeting to support seasonal and regional spread.

Online travel agency partnerships include:

• a partnership with Expedia to reach their warm, travel-ready audiences in the UK and US markets
• a partnership with Skyscanner to target a large, engaged and active German visitor audience

The aim of the Expedia partnership is to encourage bookings to Scotland through autumn, winter 2023 and into spring 2024.

Expedia has the largest market share of online travel agents in the United States. This offers us considerable reach to our experience seeker audiences.

The Expedia activity allows us to support travel, accommodation and experiences in Scotland.

Skyscanner lets people easily search and book their trip through a tailored mix of digital channels and content. This activity helps us support direct flight routes from Germany to Scotland.

Campaign tactics

Insight driven.

• matching demand with supply across regional and sector priorities
• option for regional partner upweight of activities
• focused on the "see", "think", "plan", and "do" stages of the visitor journey
• targeting life stage, attitudes and behaviours within key market

Channel first

Content designed for the audience and channel in mind, based on market motivators, such as:

• worldwide - wellbeing, and escapism 
• United States - film & TV, and ancestry 
• UK -  connecting with family and friends

Our marketing activities are year-round, via, for example, our own communication channels and that of our partners.

Seasonally weighted

We put most resources into our campaign for the months of October 2023 – March 2024. This is because doing so leads to optimal engagement with visitors and has the highest chance of turning "lookers" into "bookers".

Partnerships

Joint funded partnerships with key operators to deliver collective reach and impact. Value add media and content partnerships can be leveraged within this mix. Partners include:

Caledonian Sleeper and Glasgow Life

Scottish Canals

ScotRail 

This campaign activity will run from September 2023 to March 2024.

Related links

Previous campaigns, international visitors, our marketing strategy, our target markets.

What is the song on the Visit Scotland advert?

Paul Mounsey - North - the best version is without the guitar solo in the middle!

Add your answer:

What is the castle on visit Scotland advert?

I think it is Sterling Castle, but I would need confirmation of this

What man could ever have imagined into oblivion a country such as this. Where did these words come from?

The words are "what man could ever have imagined into oblivion a LAND such as this" It was spoken in the background of a Visit Scotland advert screened in Ireland maybe 8 years ago? Billy Connolly sung the song Irish heartbeat (stay a while) in the advert. I cant find the advert on you tube and still dont know where the words came from.

What is the song used in the canon EOS 500D advert?

The song tite is Girl in Paris .... please visit this website to listen http://www.sakuranotes.jp/Disc2519.html

Who sings the Visit Scotland ad theme tune?

The song is called "North" by Paul Mounsey.

Who sings the advert song for Australia Emirates advert?

gary barlow

What is the ancestry advert song?

Latest music used in the Ancestry.com advert

Is the teenage girl in healthier Scotland advert Carmen pieraccini's sister?

Who sings the song in the mcdonalds advert 2013.

Dave Brubeck sings the song in the McDonalds advert 2013. The name of the song is "Unsquare Dance" and it was released in 1962.

What is the song off the lips advert?

the song is "take on me" by a-ha.

Who else apart from Carmen Pieraccini is in the healthier Scotland advert?

Sam shields??

Who sings the song on the next advert?

The song that is featured on the new Next advert May 2009 is called The Sweet Escape by Gwen Stefani.

What song in the new heinz soup advert?

The song featured in the Heinz soup advert is "Rhapsody in Blue" by George Gershwin.

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James Blunt claims he recorded Scots version of song in praise for cover artist

Fans played along with the singer's joke on Twitter as it turned out to be Cameron Barnes - who got in on the replies.

• 04:30, 25 MAR 2022
• Updated 14:29, 25 MAR 2022

James Blunt claimed he recorded a Scottish version of one of his classic songs after showing it off online, but fans knew better.

The You're Beautiful hitmaker, who often goes viral with his witty comments online, took to Twitter with the apparent Scottish project.

He shared a recording of his song Bonfire Heart from his album in 2013 called Moon Landing.

After writing "Here’s me singing with a Scottish accent", a clearly Scottish voice sang the lyrics to his song which originally debuted at number six and climbed to number four in the UK Singles Chart.

Fans loved it with one joking: "Love this song and it goes so well with this advert! (As a Scot, I think you accent is impeccable)."

Another laughed: "Well, I guess if you really wanted to upset people, could take up playing the bagpipes."

But one was quick to point out it wasn't actually James singing,

It turned out to be Cameron Barnes, who actually covered James' song.

His tongue-in-cheek reply read: "You nailed it mate buzzing you’ve retweeted this and glad you like it. Loved singing it. Great song."

The song was used for a Visit Scotland advert encouraging people to come to Scotland.

It prompted one fan to joke: "Why didn’t they use the Proclaimers??"

And the reply: "Cos they walked 500 miles from Leith to Cornwall, they now speak with a Cornish accent."

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Scotland is a place of epic natural landscapes, engaging cities and rich cultural heritage. Start your adventure and discover our hidden gems to create memories with friends and family. But don't just take our word for it. National Geographic has just included Scotland in their Best of the World 2024 list, and Far North Scotland has been named as one of Lonely Planet’s Best in Travel destinations for 2024! 

Whatever you need right now, let's make it a reality. We can’t wait to share Scotland with you. 

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The Platform For Theme Songs And Lyrics

Scotland Is Calling Advert Song

Scotland Is Calling Advert Song is called ‘Bonfire Heart’ performed by English singer, song writer ‘James Blunt’.

This version of the song was first released in 2013 on the ‘Moon Landing’ album.

The song was adapted by Visit Scotland as a backing track for a advertisement to promote their ‘Scotland Is Calling’ commercial.

• Music: James Blunt – Bonfire Heart
• Founded: 1969
• Country: United Kingdom
• Language: English
• Headquarters: Scotland

Scotland Is Calling Lyrics

Days like these lead to Nights like this lead to Love like ours

You light the spark in my bonfire heart People like us we don’t Need that much just someone that starts Starts the spark in our bonfire hearts

Music Video

Full Ad Lyrics

Your mouth is a revolver firing bullets in the sky Your love is like a soldier loyal til you die And I’ve been looking at the stars for a long long time I’ve been putting out fires all my life Everybody wants a flame they don’t want to get burned And today is our turn

Days like these lead to Nights like this lead to Love like ours You light the spark in my bonfire heart People like us we don’t Need that much just someone that starts Starts the spark in our bonfire hearts

This world is getting colder strangers passing by No one offers you a shoulder no one looks you in the eye But I’ve been looking at you for a long long time Just tryna break through tryna make you mine Everybody wants a flame they don’t want to get burned Well today is our turn

Our bonfire hearts Our bonfire hearts Our bonfire hearts You like the spark

People like us we don’t Need that much just someone that starts Starts the spark in our bonfire hearts

Days like these lead to Nights like this lead to Love like ours You light the spark in my bonfire heart People like us we don’t Need that much just someone that starts Starts the spark in our bonfire heart Our bonfire hearts

James Blunt – Bonfire Heart (Video Lyrics)

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‘Scotland is Calling’ global marketing campaign – industry guide

‘Scotland is Calling’, the global marketing campaign from VisitScotland, is designed to support the recovery of Scotland’s tourism industry, by keeping Scotland front of mind with high-spending international visitors.

The aim of the campaign is to make Scotland the first-choice destination when international travel is possible again – encouraging forward bookings for late 2021 through to 2022 and beyond – and delivering sustainable long-term growth.

To ensure it is a truly global campaign, activity will also launch in the UK under the Scotland is Calling banner – but highlighting different attractions and experiences for visitors that are more knowledgeable about what a Scotland holiday offers. 

Find out more & get involved at visitscotland.org .

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