Assessing the economic impacts of nature based tourism in Scotland

Scotland’s
NNR
Magical
Places
Amazing
wildlife
Highland
Spring
Archive
The Spring
Collection
Archive
2007
TV and
Cinema
Campaigns
2009 Described as
2010
“The first joint activity with SNH will be in January as part of the
Winter White campaign to raise awareness of how beautiful,
special and importantly how accessible National Nature
Reserves (NNRs) are in Scotland. There is a common
misunderstanding that NNRs are managed only for the benefit
of wildlife and this can sometimes cause uncertainty about their
accessibility for visitors.”
2007 While in previous years adverts have promoted Scotland’s
stunning scenery, the key message for this campaign was to
'Do more with Scotland's natural assets', the idea that Scotland
is about much more than beautiful views. Come July, London
underground commuters saw adverts showcasing just some of
the unique experiences Scotland has on offer, from a boat trip
to a visit to Castle Stalker, to playing on the beaches of East
Lothian.
2007 The Spring campaign for 2007 expanded on the Winter White
campaign. It collates tangible things to ‘see and do’ around
Scotland during spring and early summer. The creative hook
focuses on four key colours: pink, yellow, green and blue and
includes wildlife and activities.
2002 -
2010
The successful Senses adverts have been running since 2002.
There are three executions: Spring, Autumn and Winter.
As a natural progression from the Senses adverts, City
Freedom and City Active adverts were filmed which
demonstrate the accessibility of the great outdoors on a Scottish
city break. The City Freedom advert was based in Inverness
and features a couple visiting Loch Ness and Urquhart Castle,
spotting dolphins on a wildlife watching trip and enjoying
seafood in a restaurant. It has a romantic and laid back feel.
The City Active advertisement features a group of friends based
in Edinburgh enjoying Gullane beach in East Lothian, white
water rafting on the Tay and mountain biking at Glentress in the
Scottish Borders.
Sailing
Horse Riding
Adventure
Sports
Fishing
Current
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Current
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Current
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Current
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In addition to these advertisements, there is an Adventure
advertisement which shows various outdoor activities such as
ice climbing, mountain biking, kite surfing and white water
rafting, demonstrating that as well as being tranquil and serene,
Scotland can be a bit wild.
Images of beaches and
seascapes
Images of trekking in hills
Image of off piste skiing in
mountain setting
Images of fishing on wild rivers
with mountain backdrop
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