Show the love for Scotland

VisitScotland has launched a new national responsible tourism campaign with STV dubbed ‘I love it so I look after it’.

Visitors are being asked to consider their impact on Scotland’s landscapes and communities through a series of adverts.

The national tourism organisation’s adverts feature tourism businesses, Comrie Croft in Perthshire and The Real Food Café in Tyndrum, Stirlingshire, alongside Loch Lomond and Trossachs National Park and locals from across Glasgow.

The six-week campaign is running from the middle of July through August and will include two 60 second adverts, video on demand, channel sponsorship and STV channel idents, supported on social media. 

Visitors and businesses featured in the video are encouraging visitors to seek out Scotland’s beautiful locations, but to leave no trace of their presence – preserving the beauty for others to enjoy next. 

The full-length adverts will appear alongside popular STV programmes such as James Martin’s Islands to Highlands, This Morning, Cooking with the Stars, Coronation Street and Emmerdale. Idents will appear alongside shows and films such as Happy Feet 2, Harry Potter and the Goblet of Fire and Professor T.

This TV campaign comes as Scotland moves into level 0, and people across the UK look to holiday at home, exploring all that Scotland has to offer amid remaining COVID-19 travel restrictions.

The National Tourism Organisation’s Now is Your Time campaign is already in full swing, covering five themes; days out, short stays, city breaks, family gatherings and escape & connect experiences to benefit physical and mental wellbeing. 

“We have an opportunity to reset our plans based on a more responsible future where an increasing number of visitors want their holidays to make a positive contribution to the communities they are visiting.

“We hope that everyone, tourism businesses, communities and visitors will join us in supporting this approach.

“To maintain our stunning landscapes, we must all ensure that we protect, respect and enjoy Scotland responsibly by reminding people to leave no physical trace of their visit.

“Tourism is a force for good – creating economic and social value in every corner of Scotland and helping to enhance the well-being of those who experience it”. 

“So, the responsible tourism message is one that really resonates with us and hopefully with the folk watching the adverts on STV too.”

“National Park Rangers are on the ground engaging with visitors and providing information on how they can enjoy their visit while respecting the environment, communities and wildlife here in the National Park.  Our top tip is to plan ahead so that your trip can be as enjoyable as possible and to make it easy to leave no trace of your visit.

“Check the live car park updates on our website, bring a bag so you can take your litter away and think about where your nearest toilets will be.  The National Park is a special place and we all have a part to play in keeping it that way.”

“From our outstanding cultural attractions to our unrivalled green spaces, shopping, restaurants and nightlife, there’s so much to see and do across Glasgow, which reflects why we have just been named the UK’s best city break destination for 2021 by Condé Nast Traveller magazine.”

“We are passionate preserving the beauty and natural environment for ourselves, our children and our children’s children, whilst enjoying all Scotland has to offer.’’