Highland Spring, the leading UK produced brand of bottled water, is embarking on its annual joint summer marketing campaign with VisitScotland, which goes live today (29 June 2009).
The new ‘Perfect Setting’ campaign theme focuses on the provenance and outstanding quality of Scottish food and drink and aims to increase awareness of Scotland’s unparalleled array of fresh, natural produce.
The ads feature striking photographic images of a chef shown in a selection of unexpected locations as he gathers a range of Scotland’s finest natural produce for his menu. The ads carry the tagline ‘The freshest food and drink awaits you’, and were shot on location at Inverlochy Castle in Lochaber, Bridge of Orchy in the West Highlands and Eddrachilles in North West Scotland.
An extensive outdoor media campaign is planned, focusing primarily on the London Underground. The campaign incorporates 6 and 48 sheet executions and for the first time deploys cross track projection sites. An integrated online advertising schedule has also been developed to include websites such as dailymail.co.uk, bbcgoodfood.co.uk, Radio Times online, The Times online and expedia.co.uk.
The campaign will be supported with nationwide sampling events at key commuter locations in London, Manchester, Newcastle, Glasgow and Edinburgh.
In addition, an interactive consumer micro site, perfect-setting.com, has been launched, featuring recommendations for some of the best locations in Scotland to enjoy the finest fresh food and drink at source, a free prize draw to win a luxury Scottish break, a selection of recipes and an online poll to encourage visitors to nominate their own favourite Scottish locations.
Sally Stanley, Highland Spring marketing director said: “Highland Spring is a top quality Scottish spring water renowned for its natural purity. Together with VisitScotland we share a passion for promoting Scotland’s finest locally sourced food and drink. This provided the focal point for our joint 2009 campaign. The striking images in the campaign showcase Scotland’s natural larder at its very best and we hope the ‘Perfect Setting’ will encourage people to plan a trip to Scotland to experience this at first hand.”
Suzanne Casey of VisitScotland said: “Scotland is home to some of the most stunning scenery in the world and it is within this setting that the most tantalising food and drink is borne. There is nothing better than experiencing amazing activities surrounded by spectacular backdrops while enjoying delicious locally produced food and drink - Perfect!”
-Ends-
Notes to editors
· This is the 7th year Highland Spring has worked in partnership with VisitScotland on a joint summer marketing campaign.
· VisitScotland is Scotland’s national tourism organisation. Its core purpose is to maximise the economic benefit of tourism to Scotland.
· The organisation has three key roles:
1. To market Scotland to all parts of the world to attract visitors
2. To provide information – and inspiration – to visitors and potential visitors so they get the best out of a visit to Scotland
3. To provide quality assurance to visitors and quality advice to the industry and partners to help the industry meet and strive to exceed customer expectations
· Homecoming Scotland 2009 is a year long celebration of Scottish culture, heritage and some of the many great contributions Scotland has given the world www.homecomingscotland2009.com
· Homecoming Scotland 2009 is a Scottish Government initiative managed by EventScotland in partnership with VisitScotland and part financed by the European Union through the European Regional Development Fund.
· For more information on VisitScotland’s annual review please go to www.visitscotlandannualreview.com
Issued by:
Alison Downs/Eve Robertson
3x1 Public Relations
T:0141 221 0707
E: adowns@3x1.com/erobertson@3x1.com