Scotland hopes new ‘theme tune’ will inspire visitors
VisitScotland has enlisted the help of Scotland’s national symphony orchestra to create a new soundtrack designed to give listeners goosebumps.
The tourism body hopes the classical score, created by Scottish-based composer Giles Lamb, will help inspire people to visit.
The music will form the backbone of a new marketing campaign due to be unveiled in early 2016.
VisitScotland’s current theme tune has been used in TV and radio campaigns for 14 years and has become recognisable as the ‘sound of home’ to many Scots.
It is hoped the new music, along with stunning visuals, will inspire potential visitors to see Scotland in a new light.
"The brief was simple," said Helen Campbell, head of global brand and marketing communications at VisitScotland.
"We wanted to create goosebumps! We were looking for a score that stirs something deep inside everyone who hears it – a melody that creates an emotive reaction and really captures the heart and soul of Scotland.
"Giles’ piece is breathtaking, and alongside the innovative filming we have undertaken for this new campaign, I have no doubt that many will be lost in the moment and inspired to visit the country to feel that extraordinary Scottish spirit for themselves."
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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