VisitScotland has launched a new national responsible tourism campaign with STV dubbed ‘I love it so I look after it’. Visitors to the area are being asked to consider their impact on Scotland’s landscapes and communities through a series of adverts. The national tourism organisation’s adverts feature tourism businesses, Comrie Croft in Perthshire and The Real Food Café in Tyndrum, Stirlingshire, alongside Loch Lomond and Trossachs National Park and the locals across Glasgow.

The six-week campaign is running from the middle of July through August and will feature two 60 second adverts, video on demand, channel sponsorship and STV channel idents, supported on social media.

Visitors and businesses featured in the video are encouraging visitors to seek out Scotland’s beautiful locations, but to leave no trace of their presence – preserving the beauty for others to enjoy next. The full-length adverts will appear alongside popular STV programmes such as James Martin’s Islands to Highlands, This Morning, Cooking with the Stars, Coronation Street and Emmerdale. Idents will appear alongside shows and films such as Happy Feet 2, Harry Potter and the Goblet of Fire and Professor T.

This TV campaign comes as Scotland moves into level 0, and people across the UK look to holiday at home, exploring all that Scotland has to offer amid remaining COVID-19 travel restrictions.

The National Tourism Organisation’s Now is Your Time campaign is already in full swing, covering five themes; days out, short stays, city breaks, family gatherings and escape & connect experiences to benefit physical and mental wellbeing.

Caroline Warburton, VisitScotland regional leadership director, said: “The provision of tourism and events should not be solely focused on the needs of our visitors but should also have a positive impact on both communities and the environment. We have an opportunity to reset our plans based on a more responsible future where an increasing number of visitors want their holidays to make a positive contribution to the communities they are visiting.”