Scottish scenery is being used to promote Scotland as a ‘must visit’ destination to Londoners as part of a major tourism drive initiated by Highland Spring, the leading UK bottled water brand, and Scotland’s national tourism organisation, VisitScotland.

• Glenfinnan Viaduct
• the Falls at Glen Sheil
• the West Sands at St Andrews
• Edinburgh Castle
• and Castle Stalker
  

have been selected as five of Scotland’s ‘most painted places’ to be portrayed to London’s city commuters. The campaign encourages more people to drink Highland Spring and visit Scotland for a holiday.

An extensive media campaign has been launched throughout London and Greater London train and tube stations where the iconic Scottish images are screened on huge posters and digital escalator panels that transform from watercolour paintings into photographic shots.

The images of Glenfinnan Viaduct and Castle Stalker will also be used on over 14 million bottles to be distributed UK wide and the on pack promotion is to ‘win a luxury break to enjoy Scotland’s most captivating places.

VisitScotland and Highland Spring are in their 6th year of partnership and this year expand their summer campaign, straplined ‘ Scotland. Drink it in’, by giving away a total of 31,000 free samples of the bottled water in Newcastle as well as London, Manchester, Glasgow and Edinburgh. The campaign aims to capture the beauty of Scotland and drives consumers to the website www.visitscotland.com/beinspired  

Joint investment from the private sector has been identified as one of the key drivers towards the tourism industry’s ambition for growth – to grow tourism revenues by 50% by 2015. The joint campaign is maximizing on the opportunity to increase on more domestic visitors within the UK and by targeting specific audiences in London who are already familiar with Scotland as well as those in the North of England and Scotland.