'Live it, Visit Scotland,' is Visit Scotland's biggest ever campaign to the UK market.

Launched following extensive consumer branding, the £3m campaign includes a television advert showing Scotland as a unique destination that appeals to all the senses. The campaign aims to encourage potential visitors to touch, taste, hear, see and smell the best of Scotland.

Run in two phases, the campaign will involve a mix of tv, newspaper and magazine advertising, posters on the underground and cinema advertising. On-line advertising will direct visitors to the website www.visitscotland.com. The campaign will be seen by more than 40 million people in the UK and aims to attract £27m worth of spend and 60,000 visits to Scotland.

'Our role is to position Scotland in the minds of consumers as a must visit destination,' said chief executive, Philip Riddle.