Tiree surf culture helps VisitScotland make waves

A WINDSURFER TACKLES A WAVE OF RATHER THREATENING SEAS AT THE TIREE WAVE CLASSIC WINDSURFING COMPETITION, THE ISLE OF TIREE.

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Stunning images of Tiree Wave Classic are helping a VisitScotland marketing campaign put Scotland top of UK viewers’ travel plans.

Shots of other iconic events, locations and landmarks, including  Lochaber’s Camusdarach Beach, Glasgow, the Royal Edinburgh Military Tattoo and the Isle of Skye will also feature in a trio of adverts to hit TV screens that could be seen up to 36.7 million times.

The Tiree Wave Classic is the world’s longest-standing professional windsurfing competition, which this year runs from October 12 to 18.

The £300,000 marketing burst aims to inspire potential visitors, particularly those in northern England, London and the south-east, to discover Scotland’s breathtaking beauty, rich history and welcoming people.

The three adverts, which will run on Channel 4, STV, ITV and other regional outputs until April 19, are the latest part of the national tourism organisation’s Scotland Is Now activity.

The collaborative initiative brings together VisitScotland, Scottish Enterprise, Highlands and Islands Enterprise, the Scottish Government and Universities Scotland for the first time to position Scotland as the ideal place to study, invest, visit, live and work.

A total of 11.8 million trips were made to Scotland by people resident in Great Britain in 2018, making the domestic market one of Scotland’s most lucrative tourism audiences.

Helen Campbell, VisitScotland head of visitor marketing, said: ‘Scotland really sells itself on screen. Our dramatic and varied landscapes are bought to life in front of the TV audience, inspiring them to find out more about these stunning locations.

‘This short TV campaign comes at a crucial time for UK visitors who will be busy considering their holiday plans for the coming months.  We want to ensure that they put Scotland at the top of their travel plans. Now is the time to discover Scotland.’