Aimed at London Underground commuters, the Scotland Underground campaign breaks on July 2 and includes advertising, bottled water sampling, public relations and a promotional support schedule.
The ad campaign shows stunning landscapes of Scotland through the eyes of the Highland Spring bottle labels with the strapline "What life takes out, Scotland puts back".
The campaign was created by Merle, with media buying through Spirit Media. The PR firm working on the campaign is 3x1.
The activity will centre on four central zone Underground stations in July and will include: wall wraps and tunnel branding on Oxford Circus's Five Ways Corner creating a 3-D experience; 10 long postings in key Circle Line corridors; 200 illuminated six-sheet posters; and 150 London Underground information kiosks.
Promotional sampling activity will see more than 300,000 free 500ml limited edition promotional bottles of natural mineral water handed out to consumers.
Passengers will receive bottles from the Highland Spring Hit Squad on designated weekdays at Oxford Circus, Piccadilly Circus, Liverpool St and Victoria Underground stations.
Each bottle offers the chance to win a spa break at the Sheraton Grand Hotel & Spa in Edinburgh, home of the five-star One Spa, rated as Europe's most advanced city spa and the first of its kind in the UK.
Sally Stanley, marketing director of Highland Spring, said: "Scottish bottled water is the water of preference for many UK consumers, with Highland Spring regarded as one of the purest natural mineral waters from a protected organic source in the Ochil Hills, Perthshire. Our joint advertising and limited edition bottles give commuters a glimpse of the beauty of Scotland as the perfect visitor destination, as well as offering the most natural taste of Scotland."
An integrated PR campaign will reinforce Scotland as the home of Highland Spring and water therapy weekends and activity holidays will be offered as promotional prizes to whet consumers' appetites. An online survey will preview the promotion this month on www.thetube.com.
Malcolm Roughead, director of marketing for VisitScotland, said: "Highland Spring is a perfect partner in targeting the London market and this promotion complements our current generic advertising which focuses on Scotland's unrivalled appeal to the senses. We want to project a soothing image of Scotland and encourage people to escape urban pressures. The campaign highlights Scotland's unparalleled beauty and positions it fantastically against a busy London commuting environment."
Londoners will also be encouraged to log on to or pop into VisitScotland's London office just off Trafalgar Square, for help in booking a short break to Scotland.
The campaign has a media spend of 拢250,000.
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