Channel 4 / E4
Visit Scotland

Visit Scotland wanted to reach out to a new millennial audience (20-30yr) and grow demand for Scotland as a destination for this generation. The audience saw it as a destination for ‘one day’.

If Visit Scotland could get this generation loving and sharing experiences of Scotland(becoming advocates) it would lead to an increase in Scotland's reputation and ultimately more people coming through the doors.

Seen from previous campaigns, Scotland has lots to offer from highlands to lowlands and everything in between. It has a spirit of its own and is know as a very proud and beautiful place. Once you’ve been there, you want to keep coming back.

Problem was…
Millennials don’t do hills, and current perceptions make Scotland prime for hills and highland cows and ‘not for me right now’
This audience can go anywhere….Prague, Amsterdam, London, Manchester, Newcastle – wherever they want – AND they know exactly what they’re going to get and expect once they arrive. This audience want to feel part of the ‘scene’ instantly and because of that, when they’re planning the next get away it’s easier to the ‘trodden’ path destinations

What was needed:

To create an authentic view point delivered by peers and create automatic understanding of Scotland and what they can get out of it – now.

The Content needed to inspire and excite in turn create short hands to the decision to visit Scotland – now, not one day.

Proposition: Scotland is… simply unexpected


‘If Scotland had sun… it would be the best place in the world’

The creative execution: Take six first time visitors on a road trip around Scotland. Get them doing surprising things and witnessing first hand their reactions. Added to this was the unique social engagement approach of the advert. Allowing TV viewers to decided on where the six travellers would visit the following day.

We filmed 5 x sixty second TV spots over a six day period. All edited, clear cast approved and aired on the same day. Essentially five TV commercials in one week.