A multi-million-pound investment by VisitScotland will promote Angus and Dundee as “an amazing holiday destination.”
VisitScotland is launching its latest UK and Ireland marketing campaign, Surprise Yourself, highlighting the many and varied surprising things to do and see in the country and featuring a new advert.
As many visitors to Angus and Dundee every year discover, the region is full of pleasant surprises and this new £3.5 million campaign from VisitScotland focuses on presenting the surprising twists on familiar Scottish backdrops.
The campaign also includes a partnership with Angus Council to promote the outdoors and, in particular, the Angus Glens Walking Festival.
The advert has been directed by Glasgow-born David Eustace who has followed a seldom-trodden career path. The 49-year-old, who worked at Barlinnie Prison from 1981 to 1989 and is now a world-renowned photographer, got behind the camera for VisitScotland’s new television advert.
Richard Pinn, VisitScotland regional director, said, “The importance of tourism to economic growth in Angus and Dundee is underpinned by the extra £1.5 million of investment in the Surprise Yourself campaign, which allows VisitScotland to increase its pre-Easter marketing activity.
“We all know that people want to visit Angus and Dundee, but this is all about persuading them to book now.
“We are absolutely thrilled with the new adverts, which David has done a magnificent job of directing.
“Angus and Dundee is an amazing holiday destination and chock full of surprising things to see and do, such as dolphin watching in the Tay Estuary, the fabulous Montrose birdlife and, of course, Dundee, the City of Discovery.
“Our Surprise Yourself campaign will be used throughout the year, moving away from the seasonal campaigns of the past.”
Mr Eustace said, “As well as the stunning landscapes, I think that the new adverts for Surprise Yourself portray the warmth and friendliness of the Scottish people.
“It’s not only extremely humbling to be asked to help promote one’s country but also such a privilege to work alongside a group of individuals who care as passionately as I do in promoting something so close to all our hearts.
“I hope in some way we have created a commercial that will attract others to come and experience the beauty, mystery and spectacle that is Scotland.”