THE iconic Scottish soft drink Irn-Bru has been used to encourage Russians to visit the Highlands.
The makers of Scotland’s “other national drink” teamed up with VisitScotland and VisitBritain to run a marketing campaign in Russia, which gave people the chance to win a trip to Scotland.
Irn-Bru has grown in popularity since it went on the market in Russia in 1998 and is now one of the biggest-selling soft drinks in the country.
The promotion, Scotland’s Calling, saw 2million bottles in Russia given a special label, which featured Scottish images, including a piper.
Consumers were required to register a code found under the bottle cap, and from the entries, 18 people were selected to go on a trip to Scotland.
The winners spent several days in the central belt before touring around Loch Ness and Inverness with Edinburgh-based tour companies Highland Experience Tours and Rabbies Trail Burners Ltd.
Leakey’s cafe and bookshop in Church Street, Rocpool Restaurant in Ness Walk and The Kitchen in Huntly Street, all in Inverness, were showcased to the winners during their visit to the Highland capital.
According to VisitScotland, Russians are among Scotland’s highest-spending visitors and their marketing campaign aimed to highlight the country as a viable tourist destination.
VisitScotland regional director Scott Armstrong said: “VisitScotland recognises the importance of emerging markets like Russia, China and India and, as such, has a dedicated team targeting potential visitors from these countries to promote what Scotland has to offer them for the benefit of tourism growth.
“Within the Russian market, for example, our research shows that visitors favour quality, high-end products and that our breathtaking scenery, fascinating history and unique culture also appeal to them. This has been an excellent opportunity to work with one of Scotland’s most recognised exports and will provide an ideal platform for continuing to market Scotland in Russia.”
A spokesman for A.G. Barr, which makes Irn-Bru, said: “Outside the UK, Irn-Bru’s biggest market is Russia, where Scotland’s favourite soft drink has grown in popularity since the brand was first introduced in 1998.
“Russians have definitely adopted the great taste of Irn-Bru as their own.”