Music to woo tourists by

Published on : Friday, December 4, 2015

bhw3witt2ghkkiacvuho (1)Scotland’s national tourism organisation has joined with Scotland’s national symphony orchestra to create an evocative new soundtrack to inspire visitors across the world to put Scotland on their holiday wish list.

 

The classical score, created by Scottish-based composer Giles Lamb will form the backbone of a new marketing campaign and direction for VisitScotland, due to be unveiled in early 2016.

 

Involving over 50 musicians, the piece was the very first to be recorded at the Royal Scottish National Orchestra’s (RSNO) new concert hall in Glasgow and is the first time the two organisations have collaborated in this way.

 

VisitScotland’s current theme tune has been used in TV and radio campaigns for fourteen years, with a sound that has captured the imagination of visitors from across the world, as well as being instantly recognisable as the ‘sound of home’ to many Scots.

 

It is hoped the new music will create an emotive reaction, giving ‘goosebumps’ to all who hear it and, along with stunning visuals, inspire potential visitors to see Scotland in a new light.

 

Giles Lamb has scored numerous high profile projects with music featured on feature films, television and video games. However, creating a new sound for advertising Scotland to the world was one of his biggest challenges to date. Giles said:

 

“You would think that translating the beauty of Scotland into music would be an easy task – the landscapes and magic in the air is unquestionable – but to create a score which captured all the elements of our fine country in just 60 seconds was a challenge indeed!

 

“From the beautiful stormy skies over the mountains in the Highlands to the soft rolling peaceful landscapes of the Scottish Borders, we had to make sure we were capturing it all and I hope the finished piece does just that! It was truly an honour to be asked to create this score and I can’t wait for the world to hear it!”

 

The new music will be used in global VisitScotland TV and radio advertising campaigns from February 2016, alongside breathtaking new footage created by director Ben Craig.

 

Source:- Visit Scotland

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