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Homecoming heads for North America
22/12/2008
More than 100 million Americans and Canadians are to see the Homecoming Caledonia advert on a number of TV channels including PBS, CNBC the History Channel and Discovery Channel.
The advert will take the Homecoming message straight to North American living rooms when it is broadcast over Burns weekend on various mainstream channels.
It aims to capitalise on the growing interest in Homecoming 2009 as figures show that visits by North American consumers to VisitScotland's www.CometoScotland.com site now average one every 35 seconds.
First Minister Alex Salmond said:
"There can be no doubt that Scotland's Year of Homecoming is reconnecting people around the globe with Scotland and our great contributions to the world. Before the celebrations have even begun there is already a North American logging in to find out more on Homecoming affiliated websites every 35 seconds!
"The Homecoming Caledonia advert has already been shown to three million ambassadors of Scotland who are helping us to spread the word and welcome friends and family home for the 300 plus events planned next year.
"In the coming months the advert will reach millions of potential visitors when it is shown on TV in England, Northern Ireland and the USA for the first time.
"It is clear the message is getting through. Already, the 'I am a Scot' campaign will reach 95 million people worldwide and 75 per cent of people registered for Homecoming information have shown positive interest in booking a trip to Scotland next year.
"And a recent You Gov poll showed 66 per cent of Scottish people are aware of Homecoming 2009, reinforcing the call to Scots overseas.
"We will continue to raise awareness, enthuse and encourage people to visit Scotland to make 2009 a visitor boom and a birthday party of which Burns would be proud."
Philip Riddle, VisitScotland's Chief Executive said:
"We have had a fantastic response to this advert both from consumers who have seen it already on TV, as well as the increasing numbers who are accessing the advert on-line and are delighted to be able to extend its reach through the programme of advertising announced today.
"Inspiring people in Scotland to get involved will always remain a crucial part of our promotion of Homecoming, and as we approach Christmas and New Year, this is the prefect time for Scots to get in touch with friends and family around the world and invite them to join us for our fantastic year of celebration next year."
Homecoming Scotland 2009 is a year long celebration of Scottish culture, heritage and some of the many great contributions Scotland has given the world:
- A YouGov survey carried out online between 5-8 December showed 66 per cent awareness of Homecoming (Sample: 1,113 adults)
- VisitScotland is communicating regularly with more than one million people a month including 2500 Diaspora and Scots Interest groups
- The "I am a Scot Campaign" primarily targeted at North America, Australia, New Zealand and Canada will reach around 95 million people across the world
- The Caledonia advert has already been seen by more than 60 per cent of the Scottish population and more than 50,000 on You Tube and the homecoming website and to people in the Ulster TV Region (around 100,000 people per day)
- A major advertising partnership with National Geographic will run in Canada, US, Australia and New Zealand reaching audiences of around 25 million
Homecoming Scotland 2009 is a Government initiative managed in partnership by EventScotland and VisitScotland and part financed by the European Union through the European Regional Development Fund.