Courier Country is to shine in an affluent Chinese lifestyle market after a world-class fashion team descended on the county this week.
International models used Carnoustie’s Championship golf course and the spectacular drive of Glamis Castle as their catwalk for a shoot which will feature in the autumn and winter catalogue of one of China’s most successful home-grown retailers.
A film of the Angus trip will be screened in the 500-plus retail outlets operated by BIEM across China, as well as in national and regional airports, high end shopping malls and golf resorts including the Mission Hills complex, which is the nation’s highest rated golf and leisure resort and reputedly the world’s largest golf club.
The Chinese coup was secured by David Valentine, owner of the famous Simpsons golf shop on Carnoustie’s Links Parade and believed to be the second oldest in the world.
Mr Valentine said: “The video and catalogue will inform millions of potential customers in China about Carnoustie’s fabulous heritage including the story of the Simpsons family.
“Filming has taken place this week at various locations in and around the Links and at Glamis Castle, which was twinned with the Great Wall of China in 2006.”
The photoshoot was led by Paul Rees, owner and creative director of Silverback Creative who is designing BIEM’s range of fashion and sports clothing including the Olympic golf team’s uniforms for Brazil.
Mr Valentine said: “I’m delighted to bring BIEM to Carnoustie in a way that will help promote our Carnoustie Country area to the ever growing numbers of affluent Chinese golfers and visitors. I’m also excited they agreed to shoot at Glamis Castle because I feel passionate about bringing more Chinese visitors to Angus.
“My other company, Valentine International, has formed a close association with the owner of BIEM over the last two years and this meant it wasn’t too difficult to persuade them to focus their lens on Angus.”
Mr Rees said: “As sponsor of the China national Olympic golf team, golf fans from all over China will see our designs in this year’s Olympics in Brazil. I feel sure we will produce a catalogue and screening that everyone in BIEM and Angus will be proud of.”