Barra has hit the big screen in a new cinema advert, which aims to attract more English visitors to Scotland. The advert is directed by ‘Girl With a Pearl Earing’ director Peter Webber whose family come from the Outer Hebrides.
Five million cinema goers will see the new 90 second advert created by the national tourism organisation. The advert is part of VisitScotland’s £15 million UK marketing activity and will be shown in around 118 cinemas in London, the South and the Midlands for five weeks from 1 February. This is the first time that cinema advertising has been used in London, which has emerged as an important tourism market for Scotland following extensive research.
The advert shows a London couple escaping the big city to enjoy the stunning scenery, wildlife and peace of the Outer Hebrides and features music by The Waterboys, whose songwriter and founder-member Mike Scott is from Edinburgh.
The advert will be the coveted ‘silver spot’, ensuring it will appear after the main run of adverts, prior to the film starting. This is the first time that VisitScotland has created a bespoke ‘silver spot’ advert.
Angus MacMillan, VisitScotland’s Area Director for the Outer Hebrides said: “The Outer Hebrides is the ideal location for this advert, summing up exactly a perfect day in Scotland. It is sure to make the English consumers who see it want to come and experience all that we have to offer for themselves. This is the first time that the Islands have featured in our national cinema advertising and it is great news for local tourism businesses and the whole community. The Outer Hebrides will play an important part in helping to deliver our shared tourism industry ambition of 50 per cent growth in revenues by 2015 and major marketing campaigns like this are an important element in helping us to achieve this.”
View the advert at: www.visitscotland.com/perfectday
