We created a rallying call that would inspire people to travel a short distance, to not only to enjoy its spoils for their own benefit, but to the benefit of the nation itself.
Only in Scotland can traveling so little, make such a big difference.
To add to this we also created Scottish region-specific adverts that captured live portraits of 16 industry individuals from every region of Scotland - which was something of a challenge when considering the limitations and barriers that social distancing presented.
The campaign was launched on TV and across social media. Starting in Scotland, then the wider UK, and then further afield in Europe where short haul flights were beginning to carry tourists from other countries.