Dunnottar Castle to play pivotal role in promoting Scotland

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Dunnottar Castle is set to play a starring role in defining the ‘spirit’ of Scotland in VisitScotland’s first ever global campaign.

The iconic Stonehaven attraction will feature on advertising in the London Underground, in media and in direct mail packs as part of the national tourism’s new multi-million pound Spirit of Scotland marketing campaign.

Dunnottar Castle will play a starring role in promoting Scotland

Dunnottar Castle will play a starring role in promoting Scotland

Aberdeen City and AberdeenShire is also being brought to life on the new VisitScotland website, with new inspirational images and information on the region’s plethora of attractions.

As part of the campaign, VisitScotland is creating a unique social movement asking people in Aberdeen City and Shire to show what the spirit of Scotland means to them through the hashtag #ScotSpirit.

Launched to the by First Minister Nicola Sturgeon earlier this month, the Spirit campaign aims to raise the spirit and profile of Scotland to the highest it has ever been by igniting the power of a nation behind tourism.

To start the conversation, VisitScotland has introduced ‘The Seven Spirits of Scotland’ – key traits that can be found within the characters of the people and landscapes of the country.

First Minister Nicola Sturgeon said Scotland had a global reputation: “The spirit of Scotland is an indefinable quality that permeates all of the wonderful things that happen in our country and it encompasses many things – warmth, humour, guts, spark, soul determination and fun.

“That spirit has a global reputation. Each year, many thousands of visitors travel to our country to sample what it offers.

“They come from all over the globe to see our incredible attractions, share our experiences and sample our internationally renowned food and drink.”

In total, the creative, media and PR investment in the UK, North America, France and Germany for the Spirit of Scotland campaign is in the region of £4.25 million.