New campaign invites US Millennials to ‘Come Along’
As Prince Harry and his fiancée Meghan Markle arrive in Scotland ahead of Valentine’s Day, young Americans are being invited to fall in love with Scotland as part of a new campaign by the national tourism organisation.
Launching today (13 February), VisitScotland has teamed up with leading advertising agency McCann and media production company Fifty Films, to create ‘Come Along’, encouraging millennials in New York, Florida, Texas and California to discover the many unique and exciting experiences that only a trip to Scotland can offer.
Figures show that visitors aged 16-35 year old are worth an average of £1.1bn to the Scottish economy, generating an average of 4.3 million trips every year. Scotland has proved particularly popular with young Americans who represented 15% of the millennial visits to the country in 2016.
From adventure activities and off-the-beaten track exploring, to quirky accommodation and local food, millennials are best known for their love of unique and authentic experiences.
As well as boasting a bespoke landing page to encourage visitors to create their own memories of Scotland, the ‘Come Along’ campaign also includes a specially-created social media video featuring a young couple, Max and Alex, exploring the country.
As the pair venture together through experience after experience - from meeting locals in Glen Coe and taking selfies at the Kelpies, to discovering the historic closes of Edinburgh and enjoying the nightlife of Glasgow - the camera follows their every move, capturing each emotion. Meanwhile, an emotive poem, written and performed by one of the video’s stars, Max Raskin, urges viewers to ‘Come Along’.
Romantic locations to fall in love with include:
• Glen Coe – One of the most beautiful and other-worldly places in Scotland. The deep valley and towering mountains of Glen Coe were carved out centuries ago by icy glaciers and volcanic explosions.
• Glenfinnan – Glenfinnan, particularly its famous viaduct which appeared in the Harry Potter films, attracts many thousands of visitors from around the world to experience the stunning scenery but also the special atmosphere.
• Glasgow - Scotland's largest city is a lively, bustling place, distinctive and full of character, where you are bound to get a very warm welcome indeed.
• Edinburgh – As the country’s capital, Edinburgh is steeped in culture and packed with history. This colourful cosmopolitan is where past and present collide, with experiences to entice and delight visitors of all interests.
• North Queensferry – The picturesque village of North Queensferry is located on the northern shore of the Firth of Forth, between the iconic Forth Bridge and the Forth Road Bridge. The pier at North Queensferry is home to Queensferry Light Tower, the smallest one in the world of its kind that is still in use
• Kilchurn Castle – As one of the most photographed castles in Scotland, this stunning attraction can be found at the head of Loch Awe, with the peak of Ben Cruachan visible.
• Puck’s Glen – One of the most famous short walk on the Cowal Peninsula, this atmospheric trail is magical experience full of tumbling burns, waterfalls, shallow rock pools and arched wooden bridges.
• The Kelpies – the largest pair of equine sculptures in the world are a work of art and a feat of engineering, paying a monumental tribute to the horse power heritage that was vital to the early industries of central Scotland.
• Elie – This picturesque seaside resort in Fife is gathered around a curve of golden sand. Its historic harbour is popular with yachts and the surrounding bay regularly attracts windsurfers and bathers.
• Falls of Fannoch - Situated in the north part of Loch Lomond & The Trossachs National Park, Falls of Falloch is a beautiful waterfall with a popular beauty spot for a picnic. It is a truly entrancing site set in a peaceful glen.
The campaign comes during the Year of Young People 2018 and supports VisitScotland’s desire to position Scotland as an inspirational destination for millennials
Scotland’s Cabinet Secretary for Tourism, Fiona Hyslop, said: “From our world-class history and heritage, vibrant cities, stunning landscapes and warm welcome, Scotland has so much to offer to international visitors.
“For many years, Americans have fallen in love with our country and return again and again. This inspirational campaign will encourage a younger generation of Americans to do the same.”
Yvonne Moffat, VisitScotland North America Marketing Executive said: “It’s so easy to fall in love with Scotland and with this campaign we are inviting young Americans to come along and do just that. Scotland is an exciting, contemporary destination; it’s filled with experiences that tap into your emotions, heighten your senses and touch your heart. We want to inspire millennials in America to make those deep connections to our land, our people and culture and begin a love affair with Scotland that will last a lifetime.”
Max Raskin, campaign star and author of the poem ‘Come Along’, said: “It was a huge honour to be asked to write a poem for this fantastic campaign. I absolutely love Scotland, especially its people and its culture. We are home to some of the best history, architecture and scenery in the world. Scotland is an incredibly special place and I hope I’ve played a small part in inspiring young Americans to come along and experience it for themselves.”
To find out more about the ‘Come Along’ campaign and to join the #comealongscotland conversation, please visit: www.visitscotland.com/campaign/come-along