February 25th 2016
What do you think differentiates Scotland from any other destination in the world? Could it be its renowned warm hospitality; its rich historic tapestry; the absolutely jaw-dropping stunning landscapes and scenery (be it dramatic cliff faces or tranquil beach fronts) or the exhilaration and adrenaline-pumping energy of all the adventures that are available from bungee jumping to mountain biking? Whether it is these answers or another, what is resolutely irrefutable is how Scotland is like no other country on Earth – it is truly unique in its appearance, its energy, its character and in its spirit. No other destination can replicate the emotion and wonder to be found in Scotland and what is so pure about it is that once you experience it, it is everlasting and becomes a part of you. Therefore, this is what has culminated in VisitScotland launching its very first global marketing campaign for Scotland – The Spirit of Scotland campaign.
The Spirit of Scotland campaign aims to reflect the amazing potential that Scotland can bring as a holiday destination – in terms of the memorable and exciting experiences it offers. What adds to the campaign is how it reflects the true hospitality and generosity that characterises Scotland by VisitScotland working in association with tourism providers to allow vulnerable and disadvantaged families to have their own memorable Scottish holiday so that they too can benefit from the magic. The campaign is built on the foundation of several prominent spirits which uniquely characterise Scotland and its people, now known as the “Seven Spirits of Scotland” (the seven deadly sins are so old-school):
Warmth – We mean the atmosphere, food and people as opposed to the climate!
Humour – In Scotland, we love to have a laugh (particularly at ourselves) and there is always something amusing going on.
Guts – Participation in some of Scotland’s most daring activities and adventures or even just the indomitable spirit of people overcoming any obstacle and barrier in their way.
Spark – With the 2016 focus year of “Year of Innovation, Architecture and Design”, it is clear for all to see the inspiration that Scotland provides from its unique inventions; its modern architecture and its irreplaceable artwork. Cutting-edge, innovative and creative – there is more to Scotland than just heritage.
Soul – Scotland is renowned the world over for its stunning, idyllic and dramatic landscapes and scenery whether that is beautiful natural wonders; dramatic mountain views or tranquil coastal walks.
Determination – Linking back to the ‘guts’ involved in engaging in some adrenaline-pumping activities or taking on a challenge, it is undeniable that a sense of perseverance and tenacity can sometimes be required on a trip to Scotland.
Fun – What can better characterise Scotland other than fun?! Whether you are visiting one of the myriad of visitor attractions on offer or exploring the streets of one of our bustling cities, a sense of enjoyment and excitement is always lurking around the corner.
What Is Our Chosen Spirit? Warmth
With everyone getting involved from visitors to tourism providers, we want to take the chance to become an ambassador of this campaign by identifying with one of the “Seven Spirits” and what could be a more appropriate one than Warmth. Having studied abroad and having worked in a diverse workforce, I am very proud to state how if there is one thing that international guests always comment on about Scotland, it is the amazing kindness and generosity that Scottish citizens provide to guests. This was no different than when I worked Front of House at The Spires because we welcomed guests from all corners of the globe and everyone positively commented on just how open and embracing the Scottish people were. Likewise, if there is anything The Spires likes to characterise itself on, it is its warm sense of hospitality and providing a home away from home sensation which emanates through the design of our apartments to the greeting provided by the enthusiastic, passionate faces that await you at reception. Hospitality is so important to us it even forms an integral part of our brand values with “Service”, “Respect” and “Smiles” being key underlying principles. Consequently, wherever our guests come from and for however long they stay, we strive to make sure everyone feel instantly welcomed and at home – no request is too big.
It is the warmth provided by our staff to our customers throughout their whole stay which encapsulates the true essence of Scotland and while the scenery, landscape and activities make for a wonderful time; it is the hospitality that really completes the experience. When our guests arrive, when they come home after a long day exploring and even when they leave, we strive to have them leave with fond memories of their stay with us and to know that they experienced the best and warmest service available. Regardless of which of our Scottish cities guests stay in, be it the dynamic powerhouse of Glasgow, the breath-taking beauty of Edinburgh or the sparkling silver landscape of Aberdeen, we want them to know the magnificent warmth that typifies our nation as a whole – even if it is not so warm outside! We are so eager to replicate the spirit of Scotland it has acted as a significant form of influence on the design of our newest Edinburgh apartments with Scottish touches playing a role throughout including beautiful artwork designed by a Scottish artist.
Wanting To Show Your #ScotSpirit?
A crucial element of The Spirit of Scotland campaign is the incorporation of social media. Subsequently, an integral part of the campaign is the use of #ScotSpirit on everyone’s favourite social media platforms such as Facebook, Twitter and Instagram to encapsulate everyone’s unique experience in Scotland. Therefore, whether you are visiting us in Scotland or you are lucky enough to live here, make sure to spread the spirit and magic of Scotland by using #ScotSpirit alongside your unique photos and stories – it is time to let the world know just how awesome and amazing our corner of the world is for both holidays and living.
For more information, visit https://www.visitscotland.com/about/uniquely-scottish/scotspirit/