VisitScotland is set to launch its new summer campaign aimed at UK consumers to promote Scotland as a ‘must visit’ destination, in partnership with Highland Spring.

The new initiative, targeted mainly at Londoners has been initiated by Highland Spring in partnership with VisitScotland to encourage them to travel north of the border.

Merle, Highlands Spring’s retained advertising agency along with Edinburgh’s Blue Chip Marketing were responsible for the creative which selected five of Scotland’s most painted places including the West Sands of St Andrews and Edinburgh Castle, to be screened on huge posters and digital escalator panels which transform from watercolour paintings into photographic shots.

Two of the images will also feature on 14million bottles of Highland Spring throughout the UK.

The partnership between the two brands is now in its sixth year, entitled ‘Scotland, Drink it in’ it will also see 31,000 free samples of bottled water distributed in Newcastle, London , Manchester, Glasgow and Edinburgh.

Sally Stanley, marketing director at Highland Spring, commented; “We are committed to nurturing and protecting our land to ensure Highland Spring is as pure as it can be. Our new marketing campaign with VisitScotland will remind people of the unspoiled beauty of the Scottish landscape and the pleasure if offers new and returning visitors alike.”