The film, which can be seen and heard on TV and radio stations across Scotland from today, has the clear message that “Only in Scotland can travelling so little make such a big difference.”
It encourages Scots to travel close to home in a responsible way and appreciate what’s on offer in their own country, featuring locations from across Scotland as well as representatives from Scotland’s tourism industry.
The marketing strategy, which was announced on 25 June, includes up to 10 weeks of advertising across STV, Channel 4, ITV and Sky, a six-week campaign on Bauer radio stations across the country, as well as digital channels such as DAX and Spotify and Facebook advertising.
The marketing activity will take a phased approached to ensure that tourism businesses will be able to open with the support of local communities and will have the safety of staff and visitors at the heart of the campaign.
The tourism industry in Scotland has been devastated by coronavirus and we’re urging people to give their well-being a boost by rediscovering their own country.
The campaign will be extended to the rest of the UK from the end of July including a partnership with TripAdvisor and Expedia, and additional advertising with Hearst media titles including Cosmopolitan, Good Housekeeping and Red Magazine.
Please also use #OnlyInScotland and #Take5forTourism when posting and join in the conversation online.