Scotland’s charms are ‘plane’ to see!

A new tourism promotion in Scotland will feature large posters located at airports. The poster campaign includes eighteen 2m high images of iconic locations in Scotland and features straplines aligned with airport activity such as ‘Customs’ (Edinburgh Military Tattoo) ‘Fasten Seatbelts’ (Dalbeattie 7Stanes mountain biking trails) and ‘Landing Gear’ (Glenshee Ski Centre).

The giant posters are designed to inspire and capture travellers’ imaginations and have been installed throughout the tunnel between the gates and the aircraft entrance and on some gates on the connecting airbridge itself.

Those departing Scotland will also be given a final glimpse of Edinburgh’s most iconic landmark leaving natives and visitors with fond memories, captured on enticing imagery to remind them to return soon.

The brand campaign is a partnership between VisitScotland and Edinburgh Airport to encourage more visitors to use the airport when visiting Scotland. The campaign purposely aligns itself with the airport environment and will be seen by people living in Scotland as well as UK and International visitors.

The posters have been tailored to be relevant to the specific gate locations different airlines use so that International visitors are more likely to see iconic images of Scotland – such as castles, whisky, and golf – which strongly appeal to these markets.

In contrast, airline gates used by people from Scotland will feature promotions of the events and activities taking place in this country, in a bid to encourage them to plan a staycation this summer.

The poster installation will be phased over the next two weeks with everything in place by 1 June with the full campaign running until 30 September.