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Social media campaign

Bringing people together to inspire

Trials rider in Edinburgh's historic Rpyal Mile

From a scallop diver in Mull to parkour athletes in Edinburgh, Harry Potter fans to an Outlander herbalist, Scottish locals are bringing the country to life in a unique new social media campaign.

The ambitious global campaign, which will run for the next 18 months, will see up to 25 global vloggers and Instagrammers matched with a diverse range of local people across Scotland with interesting jobs, hobbies or skills.

In this unique way, the social media influencers will be able to gain a true insight into what it is really like to live, work, study and play in Scotland and communicate this to inspire their audiences in their millions to discover the country for themselves.

The campaign, entitled Scotland: Life launched officially last weekend with the release of a film by the popular US YouTube channel DevinSupertramp.

The American videographers, who boast over 4.5 million subscribers, were paired with four extreme athletes from Scotland to create a fast-paced film showcasing parkour and street trial bike stunts in Edinburgh.

The athletes include parkour stars Robbie Griffith and Johnstone Macpherson Stewart and street trial bike riders Duncan Shaw and Ali Clarkson, known for their riding with YouTube sensation Danny Macaskill.

The film was shot over three days and shows the athletes racing from Edinburgh Castle to Arthur’s Seat including a variety of stunts, acrobatics and tricks on their route.

The video has been a hit amongst audiences globally with a reach of over 7 million already across Facebook and YouTube with many admiring the city being showcased through the eyes of urban sport athletes in Scotland.

In addition, DevinSupertramp will be releasing a more laid-back film on Friday 1 December featuring the Highlands of Scotland filmed in ultra-high-definition 8k.

Other matches that have been made so far in the project include:
US YouTuber Mike Corey who was paired with Scallop Diver Guy Grieve on the Isle of Mull

Canadian YouTubers Samuel and Audrey who were paired with Highland Games official Alan Pettigrew
YouTuber and Outlander fan Sasha Alsberg who was paired with Herbalist and adviser to the Outlander series, Claire Mackay(local film coming soon)

YouTuber and ‘Potterhead’ Tessa Netting who was paired with an Edinburgh University student and member of the Harry Potter Society (coming soon)

Each social media influencer spends 1-2 days with their Scottish local and is encouraged to shadow them in their activities. For the rest of their time in Scotland, they will complete an itinerary associated with their interests in different regions across the country.

Recent research has shown the strength of social media influencers and their power to drive conversations and engagement as well as deliver inspiring content, with many millennials trusting influencers nearly as much as they trust their friends and family.

Malcolm Roughead, VisitScotland Chief Executive said: “Our #ScotSpirit campaign has been one of our most successful to date with millions of people embracing the hashtag and content we have created globally and understanding the true meaning of what the spirit of Scotland is – whether it is felt through experiencing our landscapes, meeting our people or visiting any of our amazing and unique events and attractions.
“With Scotland: Life, we wanted to extend that feeling further and give YouTubers and Instagrammers a never-seen-before insight into what it is really like to live, work and study in Scotland.

“We look forward to welcoming many more social media influencers over the coming months to meet our inspirational locals and showcase the rich assets, hidden gems and local stories in every region of Scotland”

To find out more about VisitScotland’s Scotland:Life project and discover films and itineraries, please visit Use the hashtag #ScotLife and #ScotSpirit to encounter more across social media channels.

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