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ADVERTISING CAMPAIGNS

Editor's Pick. VisitScotland 'Homecoming 2009'

Agency: Union

Client: VisitScotland/EventScotland

Sir Sean Connery is a funny one. The actor and Louis Vuitton model lives in the Bahamas and has been knighted by the queen but still manages to be a vocal supporter of Scottish independence.

The actor, who hasn’t lived in Scotland for nearly 50 years, has joined other famous Scottish sons and daughters including Lulu, Amy McDonald and Eddi Reader in this patriotic advert for VisitScotland and EventScotland.

The advert shows celebrities singing Dougie MacLean’s Scottish anthem, Caledonia, in front of famous Scottish landmarks including Edinburgh Castle, Orkney’s Ring of Brodgar and Glasgow Science Centre.

The rousing TV spot is part of a campaign encouraging anyone with a love of Scotland to take part in the Homecoming Scotland celebrations 2009.

Next year marks the 250th anniversary of poet Robert Burns, and 30 years after Caledonia was written.

The advert will be broadcast in the ITV Scottish and Borders until Friday 5th December and as well as appearing throughout Scotland, the advert will also be placed on websites and You Tube to encourage world-wide interest.

More than 2500 Diaspora groups around the world will be sent links to send onto friends and family and one million people in over 10 countries will be reached in the marketing effort.

The advert will also feature in cinemas and event venues across Scotland and will be played again towards the end of January to coincide with the official launch of Homecoming and the Burns Weekend celebrations.

Speaking of the advert First Minister Alex Salmond said, “Caledonia is a song that resonates with Scots the world over. For those far away it is a reminder of strong bonds, full of the promise of return. That is what makes it the perfect anthem for our Year of Homecoming.”

“I’m especially proud that we have a stellar line-up of Scottish talent who will deliver this invitation through this new television campaign. Sir Sean Connery, Brian Cox, Chris Hoy, Dougie MacLean, Sandi Thom, Eddi Reader, Amy Macdonald, Sam Torrance, Lulu, Kelly Brown and Thom Evans are among the Scottish talents who have given their time and support for Scotland’s year of Homecoming.”

What do you think? Write your review below and you could win a bottle of champagne in our 'Review of the Month' competition.

AJR
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