VisitScotland has released a new cinema advert as part of a £2.7m marketing campaign aimed at attracting more English visitors to holiday over the border.

Filmed on the island of Barra in the Outer Hebrides, the 90-second advert will be shown at around 118 cinemas in London, the South and the Midlands for five weeks from 1 February.

The advert will show a London couple escaping the big city to enjoy the scenery, wildlife and peace of the Outer Hebrides, kayaking among seals, walking on the beach and driving around the island.

Philip Riddle, VisitScotland’s chief executive said: “Our recent research has given us a very clear understanding of the markets that will bring the best return for Scottish tourism. This insight has enabled us to tailor this campaign for the Midlands, London and the South of England specifically. There is huge potential within the domestic market, with less than half of English consumers having visited Scotland.

“The domestic market is crucial and we must continue to surprise and inspire UK visitors through our marketing, as we work with the tourism industry towards our shared target of increasing annual tourism revenues from over £4bn at the moment to in excess of £6bn by 2015.”

More than six million English tourists holiday in Scotland each year – its single largest market – generating £1.7bn for the Scottish economy.