Bored Londoners are hitting the Scottish high road

New research commissioned by national tourist board VisitScotland has found that 66% of Londoners are bored by the way they spend their weekends, and yearn for a change of scene and outdoor thrills.

The YouGov research found that two thirds of Londoners wish they made more of their weekends, and long for adventure – 70% said their ideal weekend would be spent escaping the stress and grime of the city. In fact, Londoners are fast acquiring a taste for weekend adventure with two thirds (72%) intending to go white water rafting, river canyoning, climbing or hill walking this year.

Scotland is already feeling the knock on effect of this trend - with over 50 different adventure activities all year round from mountain climbing and mountain biking to white water rafting, ice climbing and sphereing - the adventure sports market in Scotland is now worth £180 million per year, and Scotland is fast establishing itself as the Adventure Capital of Europe.

The country has also begun to host to some world class sporting events. In 2007 Scotland hosted the biggest mountain biking event in the world - the UCI Mountain Bike & Trials World Championships and in April 2008 it is looking forward to welcoming one of the most progressive surfing events in the world, the O’Neill Highland Open.

Scotland is being positioned as the ideal get away in a new advertising and marketing campaign launched by VisitScotland today. It sees Scotland hit the big screen in a cinema advert directed by acclaimed ‘Girl With a Pearl Earring’ director, Peter Webber.

Filmed on Barra in the Outer Hebrides, the advert shows a London couple escaping the big city to enjoy the stunning scenery, wildlife and peace of the Outer Hebrides. The couple are seen sea kayaking, one of many adventure sports which has enjoyed a huge surge in popularity in Scotland in recent years. The advert features music by The Waterboys, whose songwriter and founder-member Mike Scott is from Edinburgh.

Surprisingly, the YouGov research found that many Londoners (50%) think that they would have to travel to the other side of the world (New Zealand or Australia) to take part in adventure activities. Only a third (33%) said they would expect to take part in adventure sports in Scotland whilst an incredible 4% thought the Hebrides were in Asia!

VisitScotland’s UK and Ireland Group Marketing Manager Helen Campbell says: “Our advert aims to attract more English consumers to holiday in Scotland and this YouGov research shows there is a growing demand for weekend adventure breaks especially amongst Londoners.

“Scotland’s adventure industry is benefiting from this, however, it is clear that perceptions of Scotland as an adventure destination still need to change. Our campaign helps address this need and ultimately boost awareness of Scotland as the Adventure Capital of Europe.”

Five million cinema goers will see the new 90 second advert, which will be shown in around 118 cinemas in London, the South and the Midlands for five weeks from 1 February. As part of the campaign, all cinema goers will have the chance to win their own ‘perfect day’ in Barra, to go sea kayaking and much more. Prospective visitors will be able to enter online at Visitscotland.com/perfectday before 31st March.

*The YouGov research was carried out amongst 2,056 adults from London, the Midlands and the South of England in January 2008