A DRIVE to attract people from across Scotland to visit two 300-tonne, 100-ft high sculptures of horses' heads is to be launched.
Glasgow-based agency The Media Shop has won an estimated £30,000 contract to spread awareness of The Kelpies, which it is hoped will become Scotland's latest cultural landmark.
The Kelpies form the centrepiece of the £43 million Helix development, which is expected to attract an additional 350,000 visitors per year and add £1.5m in annual tourism spend to the Falkirk area.
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The Media Shop, which also worked on the launch of The Falkirk Wheel and Glasgow Science Centre visitor attractions, aims to generate awareness that the attraction is open to the public, driving ticket sales for tours on behalf of the Falkirk Community Trust.
Ruth Berry, the firm's director, said: "We will be advising the Trust marketing team on the best communication mix for promoting their launch of The Kelpies tours in April, and the opening of the full visitor centre in late summer.
"The advertising strategy will include some bold, innovative media ideas."
The Kelpies, created by artist Andy Scott, pay homage to the tradition of the working horses of Scotland and stand where horses used to pull barges along Scotland's canals.