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Community / Isles to be showcased in national TV advert

Photo: Promote Shetland

WHAT is thought to be the first national television advert attracting tourists to Shetland launches on Monday.

The advert, made by Promote Shetland in collaboration with airline Loganair, aims to encourage Scots to consider visiting Shetland this summer.

The local tourism industry has taken a significant hit over the last year due to coronavirus restrictions cutting off travel.

The advert – filmed by Burra-based Stephen Mercer – includes the St Ninian’s Isle tombolo, as well as shots of the Eshaness cliffs and a couple kayaking around the shoreline.

Managing director of Promote Shetland organisation NB Communication David Nicol said it was now the right time to push to get visitors to head north as the country emerges out of lockdown.

“The advert has provided an exciting opportunity to explore new ways of promoting Shetland,” he said.

“It has been a bit of a challenge trying to plan, with so much uncertainty, but it definitely feels like the appropriate time to begin promoting Shetland to a wider, domestic audience.”

Loganair chief commercial officer Kay Ryan added: “We are delighted to play a part in helping showcase Shetland’s stunning scenery and all the great reasons to visit this beautiful part of the United Kingdom.

“We are also extremely mindful of our passengers’ well-being, and full details of our ‘Flysafe’ healthy flying protocols are available on our website, along with our ‘Flexprotect’ programme which outlines our flexible bookings conditions as we continue to transition out of travel restrictions.”

Neil Clubb and Natasha Clubb are two locals who feature in the advert as they scope out Shetland’s sights.

“I hope the advert encourages people to come up to Shetland and enjoy all that it has to offer,” Neil said.

“There’s lots of opportunities to get outdoors, from cycling and paddle boarding to birdwatching and fishing. It really is an adventure playground.”

Promote Shetland is stressing the need for all visitors to exercise caution when travelling this year, and there is guidance urging all tourists to the islands to take two lateral flow tests before making their journey.

The project was supported by the STV Growth Fund and match-funding from Promote Shetland and Loganair.