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Published on : Friday, July 29, 2016
Now, thanks to VisitScotland’s global marketing campaign, people from around the world can appreciate the daredevil and adrenaline-inducing feats of the former Junior World Champion alongside the stunning scenery of the Scottish Borders where he honed his talents.
The 27-year-old from Stow is the star of the latest Spirit of Scotland online film from VisitScotland which aims to capture the essence of Scotland through the eyes of those that live and work here.
In the film, Ruaridh talks about how growing up in the Scottish Borders with mountain bike trails on his doorstep sparked his passion in mountain biking and allowed him to pursue his dream, becoming the Junior World Champion in 2007 and representing Great Britain in the 2007, 2010 and 2011 World Championships.
Ruaridh now travels the world competing in the downhill mountain biking series and also coaches at the Borders Academy of Sporting Excellence (BASE).
Doug Wilson, VisitScotland Regional Director said: “Through VisitScotland’s Spirit of Scotland global campaign and #ScotSpirit social movement we aim to raise the profile and reputation of the region as an outstanding place to visit, and to invest, live and work in.
“What better way to show off the dramatic landscape and the sheer guts and determination of the people in the Scottish Borders than in a film like this. Scotland is recognised as one of the world’s leading locations for mountain biking, generating £155million towards the national economy each year. The Scottish Borders’ reputation as a destination for cycling is strong and it is thanks to people like Ruaridh that is continues to grow worldwide.”
Mountain Biker, Ruaridh Cunningham said: “I was delighted to take part in the Spirit of Scotland campaign and the opportunity to talk about my passion for mountain biking. Growing up in the Scottish Borders with the excellent facilities and natural landscape at my disposal inspired me to take up mountain biking.
“I hope that by taking part in this film, I am able to inspire others to follow their ScotSprit in the pursuit of their ambitions, or at the very least encourage people to make a visit to the Scottish Borders and find out what the area has to offer for themselves.”
Ruaridh’s film is the latest in a series of online short documentaries produced as part of the £4.25million Spirit of Scotland campaign which launched in February 2016.
The films – which have attracted more than 20million views – aim to portray the spirit of Scotland through the eyes of those that live and work here and include a piper in the Edinburgh Military Tattoo, the train driver of the Jacobite Steam Train and a scallop diver in Skye.
The global campaign is built on extensive research which shows that people think Scotland has unique spirit – whether it’s the magic of the landscapes or the warmth of the people. Everyone who has shared their #ScotSpirit will become part of a special social movement.