BORDERS LAUNCHES SPRING SHOWCASE WITH DESIGNER

Six newborn Borders lambs were treated to a touch of haute couture at the launch of the VisitScotland Borders' Spring marketing campaign (2006).

To mark their latest bid to attract visitors to the region, and to highlight the region's textile heritage, VisitScotland Selkirk commissioned top Borders based designer Rosy of Eribé Knitwear to create special cashmere jackets for the lambs. The jackets were modelled at a Spring fashion show with a difference toda - in a field near Stow in the heart of the Borders countryside.

The £40,000 campaign aims to highlight the region's rural beauty and attractions, which include a luxury cashmere trail tour of textile producers in the Borders.  VisitScotland Borders' Area Director, Fiona Drane said; "Lambs are one of the iconic images of Spring and are particularly important here in the Borders where there are more sheep than in any other area of Scotland. We therefore thought that commissioning special cashmere versions of their own little coats would be an ideal way to promote the region's stunning Spring countryside which is home to lambs galore at the moment, and to highlight some of our great attractions. Last year, our Spring marketing campaign generated over £800,000 worth of tourism business for the region and we hope that this campaign will help us build on that figure by attracting ever increasing numbers of visitors to the Borders".

The lambs modeled six different Spring-inspired cashmere designs including a handknitted twisted rib ruffle neck pullover with curlicue neck in bright colours china blue and pink; a multi coloured  Fairisle yoke and dott pullover with pom poms at the neck, and a colourful Spring Flower design with bell edging at the neck and legs in bright pink and green.

Rosy Eribé of Eribé Knitwear Design said; "We've never been asked to create anything quite like this before but felt it would be a great project to get involved in. After we designed these tiny pullovers, our top handknitters made them within two weeks, enjoying the challenge of the unusual garment shape! They knit for some of the world's top retail outlets in Germany, France, Japan, Ireland, and the USA and beyond.  We're delighted with the results and it has been fun to knit quirky little jumpers in bright colours".

The new VisitScotland Borders campaign includes direct marketing, advertising, PR and promotional activity focusing on areas within a 2-3 hour drive-time of the region.

Eribé clients include Liberty's of London and designers Paul Smith and Margaret Howell.