Highland Spring London - Summer Campaign
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During summer 2007, VisitScotland once again teamed up with Highland Spring on a campaign on the London Underground. This was the fifth year that VisitScotland and Highland Spring worked together on a joint promotion. This campaign included adverts on the Underground and above ground at rail stations. However, with new creative and new technology the partnership was taken to new heights. 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, 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. In addition to the traditional static imagery, this campaign also saw new technologies being used including Digital Escalator Panels in which footage of a mountain biker will follow people down the escalator!
The main focus was to raise and reinforce awareness of Scotland as an attractive short break destination, contrasting with the environment of the Underground. During July, there was a range of posters, jointly branded VisitScotland and Highland Spring:
Stations included: Charing Cross, Euston, Kings Cross, London Bridge, Cannon Street. |
