10 February 2016
The First Minister visited Edinburgh Castle on a beautiful but chilly morning to launch the new global campaign from VisitScotland – the Spirit of Scotland.
The campaign aims to raise the spirit and profile of Scotland to the highest it has ever been in history by igniting the power of a nation behind tourism. As part of the campaign, people will be asked to share their experience and spirit of Scotland online through the hashtag #ScotSpirit.
The First Minister was joined by pupils from Tollcross Primary School in Edinburgh and stunt bike athlete Danny MacAskill to launch the campaign, which will also include new television adverts.
Scotland. A spirit of its own. WATCH our new TV ad & share your #ScotSpirit!https://t.co/9zPZkO3h7l
— VisitScotland (@VisitScotland) February 10, 2016
The First Minister said:
The spirit of Scotland is an indefinable quality that permeates all of the wonderful things that happen in our country and it encompasses many things – warmth, humour, guts, spark, soul determination and fun.
“That spirit has a global reputation. Each year, many thousands of visitors travel to our country to sample what it offers. They come from all over the globe to see our incredible attractions, share our experiences and sample our internationally renowned food and drink.
“But nowhere is the spirit of Scotland more evident than in its people – visitors to our country can be guaranteed that the people they meet and the welcome they receive will leave a lasting impression.
“So who could be better to be involved in a new campaign to bring even more visitors to Scotland than those who live here or visitors who love our country?
“Using the hashtag #ScotSpirit, people can get involved and demonstrate what you think makes Scotland special. Everyone who shares their experiences will be part of a special movement to promote Scotland across the globe and people sharing from overseas will become part of Scotland’s extended family.”
Before school pupils and First Minister arrived, Danny MacAskill took the opportunity to test his skills on the Castle esplanade.
A few tricks for the press pack from @danny_macaskill at the #ScotSpirit campaign launch https://t.co/C7EPHJcXLKhttps://t.co/sPctwezZr5
— BBC Scotland News (@BBCScotlandNews) February 10, 2016
You can read more about the campaign and watch the short documentary films that capture the Spirit of Scotland here.