VisitScotland appoints partner The Union for global brand brief.

May 14, 2015

VisitScotland, the national tourist board agency for Scotland, has appointed The Union to deliver a global brand campaign. The appointment comes after a competitive tender on the Scottish Government’s marketing roster.

This is the first time a single creative approach for all markets has been adopted. Currently, marketing in UK domestic markets and international markets has been handled separately. The campaign will promote Scotland as a tourism destination to all VisitScotland’s key markets, which includes the UK, Europe and USA,

The new brief is to create a single unifying proposition and creative idea to exploit the creative opportunities on and offline, in paid for, and earned media channels. The campaign is planned to launch later this year.

Helen Campbell, Head of Global Brand and Marketing Communications, said of the appointment: “The roster agencies responded with real quality and depth of thinking. In the end, we elected The Union’s response, a creative approach which was both based on a clear insight and also challenged us. “

The Union has worked with VisitScotland on projects for several years, but this is the first time the agency has been given responsibility for developing and delivering a global campaign for the tourism body. The Union will be using its international agency network, Worldwide Partners, Inc., to help execute the campaign in international markets.

Ian McAteer, The Union’s Chairman, said: “We’re excited, proud and delighted with this appointment. Although we’ve worked with VisitScotland many times over the years, this tender represented an opportunity for fresh thinking and a fresh approach. As a creative agency that’s always going to be motivating. It’s a huge win for us and the team can’t wait to get started. We also have to thank our partner agencies for their help – we’ve held a shareholding in Worldwide
Partners since 2000, and it gives us scope to execute campaigns internationally for clients with relative ease.”

Tourism is Scotland’s most important industry, estimated to be worth £11.6bn to the economy (Deloitte). Tourism supports 292,000 jobs and a further 200,000 in the wider Visitor Economy. The industry creates jobs, sustains communities and provides an international shop window for Scotland. VisitScotland delivers economic success by showcasing Scotland on a global stage as a place to visit and invest in – contributing to the £4.6billion spent by visitors annually.

VisitScotland supports the Scottish Tourism Alliance’s ‘Tourism Scotland 2020’ plan, which aims to grow tourism annual visitor spend to between £5.5bn and £6.5bn by 2020.


For more information contact: Ian McAteer –