Scottish spirit gives marketing push a social twist

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VisitScotland has launched what it has described as its first ever global campaign and “social movement”.

The Spirit of Scotland campaign aims to raise the spirit and profile of Scotland by “igniting the power of a nation”, according to VisitScotland’s chairman Mike Cantlay who launched it at a series of events in Sydney and Melbourne last week.

The new drive is one of a number of initiatives designed the change the way the destination is sold around the world. A new interactive website also forms part of the activity, as does the #ScotSpirit hashtag.

People across the world will be asked to share their experience of the spirit of Scotland through #ScotSpirit and in doing so become part of a “special movement” with social, economic and charitable aims, according to VisitScotland.

“Nowhere is the spirit of Scotland more evident than in its people – visitors to our country can be guaranteed that the people they meet and the welcome they receive will leave a lasting impression,” first minister Nicola Sturgeon said.

“So who could be better to be involved in a new campaign to bring even more visitors to Scotland than those who live here or visitors who love our country?”

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