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Glasgow to star in national TV campaign

VisitScotland and E4 Partnership set to encourage millennials to visit region
 
Glasgow’s art and music scene will explode onto screens as the city stars in a unique interactive TV campaign on E4 next week.
 
The penultimate video in a week-long series of 60 second promotional films will feature a cast of six young travellers experience the Glasgow Mural trail, Barras Art and Design (BAad) and King Tut’s Wah Wah Hut.
 
The unique partnership between Channel 4 and VisitScotland invites viewers to take part in and direct a series of promotional films across a week as the group sets out to experience a range of exciting activities across the whole of Scotland.
 
The group of travellers arrive in Scotland on Sunday 10th September and will spend Thursday afternoon and evening in Scotland’s largest city. Their first activity will be an exploration of the diverse range of street art available on the Mural Trail They will then head to the heart of the historical Barras Market where they will be treated to the bar, restaurant and events venue of BAaD. The evening will be spent enjoying some live music at, three time winner of the Radio 1 ‘UK’s Best Live Venue’ award, King Tut’s Wah Wah Hut.
 
Each subsequent film, broadcast at the same time every day from Monday to Friday, will illustrate the past 24 hours of the travellers’ escapades before offering viewers the chance to vote via Twitter for the activity they will undertake the following day, using bespoke hashtags linked to #ScotE4.
The Twitter poll will remain live for half an hour after the ad has aired, votes will be counted and the production crew will transition to the next location, ready to film the following day’s spot.
VisitScotland Regional Partnerships Director, Liz Buchanan MBE, said: “We’re gearing up for a national Year of Young People in 2018, so it’s right that Glasgow should be featured so prominently in our partnership with E4, particularly on the strength of our street art, nightlife and UNESCO City of Music credentials.
 
“Music and visual art are at the heart of the new Glasgow Tourism and Visitor Plan, the city’s strategy for attracting an additional million new visitors by 2023, and this E4 partnership is an ideal opportunity to drive that agenda forward. I am sure the viewers will love what they see and feel inspired to visit to Glasgow to experience the city for themselves.”
 
Jane Hector-Jones, Group Partnerships Manager, 4Sales said: “We are delighted to be working with VisitScotland to deliver this exciting and innovative first. E4’s key demographic of 16-34 year olds aligns perfectly with VisitScotland’s millennial target market for this unique campaign that will showcase the charms of beautiful Scotland whilst entertaining and engaging viewers.”
 
The exclusive campaign comes ahead of Scotland’s Year of Young People 2018 and supports VisitScotland’s desire to position Scotland as an inspirational destination for millennials. As one of the largest generations in history, millennials - those aged between 16-35 years old - represents a lucrative market for the global tourism industry.
With its breath-taking landscapes, thrilling outdoor experiences and rich and diverse culture, Scotland possesses many of the attributes that traditionally appeal to this younger market. VisitScotland is also working with TripAdvisor, the world’s largest travel website, to capitalise on interest generating by the project by making it quick and easy for viewers to book their own Scottish experience via the TripAdvisor website.
Off air, viewers will be able to find extra footage and a viewer competition by visiting www.E4.com/visitscotland.

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