Thu 25 Feb 16
The stunning coastline in St Andrews and one of its restaurants are playing a starring role in a new global marketing campaign.
The Seafood Restaurant and surrounding areas in St Andrews appear in VisitScotland's new Spirit of Scotland television adverts, which are accompanied by a series of online films as well as a social media campaign.
The restaurant's head chef, Serge Savickis, features in one of the cinematic online films, discussing his love of working with fresh Scottish produce while reflecting on what Scotland means to him.
The campaign, which is accompanied by a social media movement – #ScotSpirit – aims to raise the spirit and profile of Scotland to the highest it has ever been by igniting the power of a nation behind tourism.
As part of #ScotSpirit, VisitScotland has introduced 'The Seven Spirits of Scotland' – key traits that can be found within the characters of the people and landscapes of the country. These are: warmth, humour, guts, spark, generosity, determination and fun.
Fife whisky start-up, Kingsbarns Distillery, has been chosen to represent the spirit of 'spark', inspiring businesses across the country to become part of the campaign by using the hashtag #ScotSpirit.
Douglas Clement, Kingsbarns' founding director and visitor centre manager, showcased his 'spark' when he turned his dream of opening a distillery on the Cambo Estate, near the village of Kingsbarns, into reality with help of the Wemyss family.
Fife is also being brought to life in an innovative way on the revamped VisitScotland website with new inspirational images and information on the region's plethora of attractions.
Manuela Calchini, regional partnerships director, VisitScotland said: "After nearly a year in the making, we are delighted to launch the Spirit of Scotland campaign.
"The new advertising visuals are breathtaking and I'm sure will inspire many to make the journey to Scotland, but this is about so much more than stunning imagery. It's about harnessing a nation behind tourism.
"Scotland is a unique place inhabited by a unique people - a combination that creates an inimitable spirit. You have to come to Scotland to experience it.
"One of a number of fabulous restaurants in the region, the Seafood Restaurant in St Andrews, embodies #ScotSpirit by offering beautiful local seafood which can be enjoyed alongside stunning views of the Fife coastline."
First Minister Nicola Sturgeon said: "Each year, many thousands of visitors travel to our country to sample what it offers. They come from all over the globe to see our incredible attractions, share our experiences and sample our internationally renowned food and drink.
"But nowhere is the spirit of Scotland more evident than in its people - visitors to our country can be guaranteed that the people they meet and the welcome they receive will leave a lasting impression.
"So who could be better to be involved in a new campaign to bring even more visitors to Scotland than those who live here or visitors who love our country?
"Using the hashtag #ScotSpirit, people can get involved and demonstrate what you think makes Scotland special. Everyone who shares their experiences will be part of a special movement to promote Scotland across the globe."
Sebastian Fincham, manager of The Seafood Restaurant in St Andrews, said:
"Working with VisitScotland was an incredibly proud moment for all the team at The Seafood Restaurant. To have been chosen to be part of their new global campaign shows just how committed we are to giving the people who visit our restaurant an unforgettable experience. This is the perfect partnership for our restaurant."
Douglas Clement added: "The spirit of Scotland at Kingsbarns is about quality ingredients, craft production techniques and quality.
"On our visitor experience side, we see it as being about the warmth and knowledge of our staff to every visitor who walks through the door."