Published: 08/09/2017 15:58 - Updated: 08/09/2017 16:05

Aviemore set to star in nationwide interactive TV campaign

 

The Strathspey steam railway will feature in promo aimed at Millennials
The Strathspey steam railway will feature in promo aimed at Millennials
 

 

Aviemore and the wider strath is set to take a starring role in a new interactive TV campaign on E4 next week.

A week-long series of 60 second promotional films will feature a cast of six young travellers enjoying a range of exciting and unmissable experiences in the strath.

These including afternoon tea on the Strathspey Railway, feeding Highland cows in breathtaking Rothiemurchus and relaxing with an evening at the Lazy Duck Hostel by Nethy Bridge.

Channel 4 and VisitScotland are inviting viewers to take part in and direct a series of promotional films across the week as the group sets out to experience a range of exciting activities across the whole of Scotland.

The group of travellers arrive in Scotland on Sunday 10 September with the first short film launching on E4 the next day during the first ad break of matchmaking show Celebs Go Dating.

Each subsequent film, broadcast at the same time every day from Monday to Friday, will illustrate the past 24 hours of the travellers’ escapades before offering viewers the chance to vote via Twitter for the activity they will undertake the following day, using bespoke hashtags linked to #ScotE4.

The Twitter poll will remain live for half an hour after the ad has aired, votes will be counted and the production crew will transition to the next location, ready to film the following day’s spot.

Chris Taylor, VisitScotland Regional Partnerships Director said: "I am delighted that Aviemore is featuring in this unique partnership that will show viewers that Scotland is the ultimate playground for the young and adventurous.

"What better way to show off the dramatic landscape and exciting experiences that exist in the Highlands than through a campaign like this.

"I am sure that E4 viewers will be enthralled by what they see and feel inspired to make a visit to the Aviemore and the wider Highlands region to experience what the area has to offer for themselves."

Jane Hector-Jones, Group Partnerships Manager, 4Sales said: "We are delighted to be working with VisitScotland to deliver this exciting and innovative first.

"E4’s key demographic of 16-34 year olds aligns perfectly with VisitScotland’s millennial target market for this unique campaign that will showcase the charms of beautiful Scotland whilst entertaining and engaging viewers."

The exclusive campaign comes ahead of Scotland’s Year of Young People 2018 and supports VisitScotland’s desire to position Scotland as an  destination for millennials.

As one of the largest generations in history, millennials - those aged between 16-35 years old - represents a lucrative market for the global tourism industry.

Off air, viewers will be able to find extra footage and a viewer competition by visiting www.E4.com/visitscotland.

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