Photo caption: Caitlin (4) and Beth Walker (6) from Edinburgh, marvel at the Tibetan Prayer Wheelhouse. The artefact has been donated by Kagyu Samye Ling Tibetan Buddhist Monastery to the National Museums of Scotland which is in partnership with VisitScotland in its latest national marketing campaign - ‘Surprise Yourself’.

Region’s artefact attracts visitors in tourism organisation’s latest national marketing campaign.

The Tibetan Prayer Wheelhouse made at Kagyu Samye Ling Tibetan Buddhist Monastery near Langholm is just one of the unusual finds to be discovered in VisitScotland’s latest marketing campaign.

The turning of the Tibetan Prayer Wheelhouse is meant to develop compassion and the unusual and attractive artefact is currently exhibiting in the World Cultures galleries at the National Museums of Scotland in Chamber Street, Edinburgh.

VisitScotland and National Museums Scotland have recently teamed up for the national tourism organisation’s £3.5m domestic marketing campaign, Surprise Yourself with the partnership running since the end of August. The joint marketing campaign has already seen nearly a million people from across the United Kingdom and Ireland targeted with the ‘surprising discoveries’ included in publicity such as the Surprise Yourself website. Millions more people are expected to be encouraged to visit the National Museums over the coming months via both online and offline marketing materials including direct mail, TV & cinema advertising and promotional partnerships.

The partnership with National Museums Scotland forms a key part of VisitScotland’s campaign which is designed to appeal to the country’s burgeoning staycation market - last year worth more than a £1bn to the Scottish economy.

Since re-opening at the end of July following a £47.4m refurbishment, the National Museum of Scotland has welcomed over 700,000 visitors. Visitors can now enjoy 16 new galleries featuring 8,000 objects from all over the world, 80% of which have not been on display before. Many of these objects, such as the popular Tibetan Prayer Wheelhous, are likely to surprise visitors, which is the essence of the latest marketing campaign.

http://www.nms.ac.uk/collections__research/new_acquisitions/prayer_wheel_house.aspx.

Jane Ferguson, Head of Marketing and Communications, National Museums Scotland, commented: “The transformed National Museum of Scotland is a significant new cultural attraction for visitors to Edinburgh and to Scotland. The Museum tells the story of Scotland and also of our place in the wider world. It really does offer you the chance to surprise yourself at every turn, be it marvelling at amazing objects, discovering untold stories or getting up close to treasures of the world and nature. As such we are delighted to partner VisitScotland in this campaign.”

Malcolm Roughead, Chief Executive of VisitScotland, said: “Anyone who steps inside the magnificently refurbished museum will immediately be struck by the fantastic experience on offer. The partnership between VisitScotland and The National Museum of Scotland as part of our Surprise Yourself campaign will give the chance for millions of people to be inspired to see one of Scotland’s newest and best visitor attractions.”

Fergus Ewing MSP, Minister for Tourism, said: "Tourism is extremely important to our national economy and is one of the Scottish Government's key sectors with great potential to grow. Staycations are one of the most promising growth markets and it's great to see this campaign highlighting the attractions that people can see on their own doorstep.

"The newly-transformed National Museum of Scotland is a great example of what's on offer and it has already established itself as a must-see attraction for local, national and international visitors. Its spectacular public spaces and extraordinary collections offer a world-class experience, showcasing Scotland's rich cultural heritage and our remarkable contributions to the world."

To view the National Museum of Scotland page on VisitScotland’s Surprise Yourself website, please go to: www.visitscotland.com/surpriseyourself.The website also includes information, as well as offering money saving vouchers for a wide range of accommodation and attractions throughout Scotland.

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For further information please contact: Sharon Makepeace, Corporate Press Officer, VisitScotland Tel: 01387 245 564/ 07771 981 236 This e-mail address is being protected from spambots. You need JavaScript enabled to view it.

Notes to Editors

• VisitScotland is Scotland’s national tourism organisation. Its core purpose is to maximise the economic benefit of tourism to Scotland.

• The organisation has three key roles: 1. To market Scotland to all parts of the world to attract visitors 2. To provide information – and inspiration – to visitors and potential visitors so they get the best out of a visit to Scotland 3. To provide quality assurance to visitors and quality advice to the industry and partners to help the industry meet and strive to exceed customer expectations

• VisitScotland works together with tourism businesses to make tourism a success for everyone and ensure the industry continues to grow.

• The organisation employs 700 people and has offices and VisitScotland Information Centres across Scotland.

• Tourism employs 270,000 people in Scotland in 20,000 diverse businesses. Almost 16 million tourists take overnight trips to Scotland. The industry generates £11 billion revenue annually (including day visits). Tourism supports around 10 per cent of employment in Scotland

• For VisitScotland’s press releases go to http://www.visitscotland.org/media_centre.aspx , tourism statistics and frequently asked questions go to http://www.visitscotland.org/

• For holiday information on Scotland go to www.visitscotland.com

• For information about business tourism in Scotland go to www.conventionscotland.com

• For more information on VisitScotland’s annual review please go to www.visitscotlandannualreview.com