New TV Campaign Launches at Scottish Open

A new £400,000 campaign to promote Scotland as the Home of Golf will be showcased around the globe.

First Minister Alex Salmond launched VisitScotland’s new television adverts on Thursday, the first to be purely dedicated to golf, at the Scottish Open at Castle Stuart in Inverness.

The adverts will be shown during the coverage of the competition by NBC in the US and Sky Sports in the UK and will reach international audiences in the tens of millions.

Scotland’s most beautiful and iconic scenery provides the stunning backdrop for the campaign, as Laura Murray, one of the most successful Scottish amateurs who has turned professional this year, hits golf balls in the shadow of Glenfinnan Viaduct as the Jacobite steam train passes across and Private Jamie Notman drives off Edinburgh Castle’s ramparts while Bombardier Ally Jones fires the famous One O’Clock Gun.

Malcolm Roughead, VisitScotland Chief Executive, said that golf tourism is worth £220m to the Scottish economy and therefore a major contributor to the country.

“We have a wealth of fantastic events this year and with the Ryder Cup next year, we are creating the optimum platform for a lasting golf legacy in Scotland,” Mr Roughead said.

The First Minister said that these adverts will cement Scotland’s reputation as the “Home of Golf”.

“During the Scottish Open, we have a captive global audience of golf fans so this is the ideal opportunity to give Scottish golf the biggest ever push,” Mr Salmond said.

The Aberdeen Asset Management Scottish Open has now become the first regular European Tour event to be broadcast live on US network television.

As well as the TV adverts, the campaign also includes online and on-air consumer promotions, aimed at golf audiences in the UK and United States, specifically promoting the Scottish Open and its coverage on Sky Sports and The Golf Channel on NBC.


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