Fourteen photographs of ordinary "Scots" from various walks of life include Drumnadrochit-based naturalist and researcher Adrian Shine, who runs the Loch Ness Project.

The people have been selected for their passion for Scotland and represent sectors including wildlife, island hopping, food and drink, fashion, music and golf.

They will front the national tourism organisation's £1.25 million drive, which runs until June, to promote the country as a touring destination in Europe and attract visitors from countries including Germany, France, Spain, and the Netherlands.

As well as an invitation to "meet" the Scots, the campaign's website features a seasonal calendar, showcasing things to see and do across Scotland.

However, Surrey-born Mr Shine, who is the face of Monster March, said yesterday he was amused to feature in the campaign of Scots, although he has lived in Drumnadrochit for 22 years and began visiting the loch in 1973.

"It's quite strange being a calendar boy!," said Mr Shine.

"It's an eclectic selection of people. VisitScotland had not been short of landscapes and pictures before which is what Scotland is known for but I think people do remember their encounters with people." The naturalist was stunned to come face to face with a life size cardboard cut out of himself at the campaign launch in Edinburgh on Wednesday, following a photo shoot last summer.

Adrian Shine in the VisitScotland advert.

The designer of the Loch Ness Exhibition Centre, which attracted 200,000 visitors last year, hopes his inclusion could raise awareness of not just the Nessie mystery but the geological, biological and natural history of the loch.

"It is Britain's premier lake and has more water than all of the lakes in England and Wales combined," said Mr Shine.

"We have to use the debate about the mystery of the loch, which is obviously well known, as a vehicle to try and change the perception and make it more interpretative."

Other faces from the Highlands taking part include Claire MacDonald, broadcaster and chef from Sleat in Skye and Donnie Macdonald, skipper of the Kylerhea Ferry.

VisitScotland's regional director Scott Armstrong explained the "Meet the Scots" photography will feature heavily on the campaign's European websites and promotional material.

"Using Scots to front the campaign allows us to provide consumers with a greater depth of information and insider tips - the kinds of things you don't find in the guide books and the real gems you discover by meeting local people," he said.

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