The Scottish Tourist Board (STB) is reviewing its 2.5m advertising and media account in a statutory review.
The account has been handled by Faulds Advertising since 1992. The Edinburgh agency created a campaign which runs in Scotland and London. In Scotland the strapline is “It’s your country. Try it.”
The campaign has run on TV in London, while the posters appear only on the Underground. These executions are more controversial and feature references to London being a dirty city. One strapline reads: “Leaves you breathless. Rather like the air in London.”
England is the most important market for tourism in Scotland.
The STB will put together the brief in the next few weeks. Faulds was reappointed to the full-service account after a pitch against The Leith Agency and The Morgan Partnership.
Earlier this year the work from Faulds was praised by the then minister with responsibility for tourism at the Scottish Office, George Kynoch MP.
STB estimates that tourism generates about 2bn annually for the Scottish economy and supports 180,000 jobs.