If there was a town in Scotland called ‘Distraction’ we wanted to write “Visitors Driven to Distraction, Scotland” but there isn’t and we didn’t (well okay sort-of we did).
We note courtesy of Kinetic in the UK that Scotland is dominating digital formats across London in the hope that more holiday makers will visit Scotland.
The campaign, planned and booked by Kinetic and MediaCom for the national tourism organisation VisitScotland is running across CBS Outdoor’s Cross Track Projection on the London Underground as well as digital roadside 48 sheets and Digital Escalator Panels at eight Underground stations.
Alistair Gronbach, VisitScotland’s Head of UK & Ireland Marketing told us “We are delighted to be the first national tourist board to use this new digital outdoor advertising and we hope that it will make a real impact. Scotland is such a stunning country, so we were spoiled for choice when selecting our creative. London is a key market for us, particularly as we are moving towards the year of Homecoming next year, which will be a fantastic time to enjoy everything Scotland has to offer.”
The campaign is running from September to November and we hope to have some photos shortly.