Scottish Rugby is encouraging supporters to see Scotland “in the flesh” in a bold new marketing campaign that is being launched in Edinburgh today.  Giant 30 foot artwork covering the entire façade of a building at one of the Capital’s busiest junctions gives fans the opportunity to see Scotland players as they’ve never seen them before.

SRU

Four Scotland players – captain Ross Ford, wings Sean Lamont and Tim Visser, and back-row forward David Denton – star in the shots and Ford, Lamont and Denton were there in the flesh today to start off the campaign.

The imagery – revealing in detail just how strong and powerful you have to be to play international rugby – will also feature on outdoor sites in the Capital, Glasgow and Aberdeen and in a nationwide newspaper and online advertising campaign.

Today’s launch at the Omni Centre at the top of Leith Walk unveiled more than bulging biceps, pulsating pecs and awesome abs . . . the new Scotland change strip, designed by kit supplier Canterbury of New Zealand, which will be worn for the first time against New Zealand in next month’s EMC Test, was also displayed.

Using the Saltire as inspiration, the new kit has been designed to bring to life the pride and passion, which is synonymous with Scotland.

Dominic McKay, Scottish Rugby’s Director of Commercial Operations, Communications and Public Affairs, said: “The Scotland team had a fantastic summer tour when they won all three Tests in Australasia and there is a tremendous buzz surrounding their matches in next month’s EMC Tests against reigning world champions New Zealand, current world ranked second team South Africa and Pacific Islands hard men Tonga.”

“These matches really count and will have a direct bearing on the draw for the 2015 Rugby World Cup, which will take place in London in early December.

“Our new marketing campaign reflects that excitement, profiles the players in a way that, as a group, they have not been seen before, and underlines the high levels of strength and fitness that being an international rugby player demands. It also promises to have a big impact in the heart of the city.”

Toni Blackhurt, Scottish Rugby’s Head of Marketing and Commercial Partnerships, explained: “Throughout this summer the Scottish public have been on the edge of their sofas watching Scotland’s sporting stars triumph on the world stage.

“From the Scotland rugby team’s tour of the Southern Hemisphere, the medal haul of Team GB Olympians and Paralympians to Andy Murray at Flushing Meadow and, most recently, Europe’s sensational Ryder Cup victory.

“There’s been huge anticipation and adrenalin – and that’s been while watching at home on TV.  Now it’s time to watch Scottish sport in the flesh and experience that exhilaration on home turf.

“We’ll be using the theme ‘Scotland, up close, in the flesh and on home turf’ and integrating it through all our advertising. We’ll also be profiling the players to attract new fans to the game.”

Lamont, the 68-times-capped Scotland winger who became part of the Scotland flag in a previous Scottish Rugby marketing drive, endorsed both the new initiative and the new Canterbury kit.

He said: “I’m massively proud to play for Scotland and I’m really happy to be part of a campaign, which does reinforce that you have to be an athlete to play top-level rugby.

“If we encourage a new audience to come along to Murrayfield and enjoy the brilliant atmosphere then that’s good news for everyone in the game in Scotland.  When it comes to getting my kit on, I think the new Scotland change strip that we’ll wear against New Zealand is dynamic and reflects the colours of our flag.”

Ross Ford, Scotland’s 61-times capped hooker, added: “Playing for your country is one of the highest honours a rugby player can achieve and running onto the pitch at Murrayfield with the St Andrew’s cross across our chest will be a hairs on the back of the neck moment.”

Canterbury Chief Executive, Chris Stephenson, said: “This is a kit which is designed to evoke the spirit and pride of Scottish rugby and blends these with the brand’s heritage of producing the world’s strongest rugby kits.  We wish Scotland every success in their autumn international campaign.”

Dominic McKay added: “Canterbury has produced a kit which I am confident will underline the great virtues of playing for the Scotland team.”