Scotland is calling campaign launch

VisitScotland have launched phase two of their £8.5 million global marketing campaign – Scotland is Calling. This brand-new phase has been designed to support the recovery of Scotland’s tourism industry in a responsible way and as quickly as possible. 

The aim is to increase momentum to ensure that Scotland is the destination of choice for our international visitors while also continuing to grow our domestic audience too. 

Phase 2 has been redesigned to align with their consumer research and changed the direction of their marketing to respond to the emotional needs of our future visitors.

As we move beyond a time of uncertainty from the COVID-19 pandemic and look towards welcoming visitors back over the spring and summer months, VisitScotland are making sure that they take every opportunity to put Scotland at the forefront of the global consumers mindset. Especially those international audiences who still have to make their travel decisions for 2022.

The campaign is being run in key markets such as the US, France, Germany, and the UK and it includes partnerships with global brands like National Geographic, Expedia, and Facebook.

Find out more here