The stunning scenery of the Scottish Highlands came to Waterloo on Monday morning with a 166ft poster displayed on the Waterloo and City Line platform.
This is the longest poster to be displayed on the Tube and the first ever advert to span the whole length of a London Underground platform.
The advert features an expansive photograph of the Scottish Highlands showing just a little of what Scotland has to offer the stressed commuter population of London. Depicting stages in a 'perfect day' of a relaxing break in Scotland, the poster alludes to the relaxing space and tranquillity north of the border which VisitScotland hopes will encourage Londoners to choose the destination for a recuperating short break.
"The new poster campaign is designed to create a moment of calm in an otherwise hectic day and inspire a trip to Scotland" says Alistair Gronbach, head of marketing at VisitScotland. "With Scotland being so accessible now with low cost, regular flights we hope that seeing the poster will make people confident that our dramatic scenery and pace of life can help them unwind and regain their sense of perspective."