THE festive magic of the Borders is taking a starring role the new Marks & Spencer Christmas advert.

Kelso and Eyemouth were among the filming locations used by the chain store with the streets transformed into winter wonderlands for filming.

Last year's M&S Christmas advert featuring Paddington Bear attracted more than 20 million viewers on YouTube.

And Scotland’s national tourism agency believes this year's promo could inspire a surge of winter visitors.

VisitScotland's Paula Ward said: “The Scottish Borders is truly magical at Christmas and it is no surprise that M&S has chosen to film its festive advert in this part of the world.

“With its rugged coastline, charming towns, rich history and spectacular scenery, the Scottish Borders is the perfect choice for a holiday or short break at any time of the year.

“The region is especially perfect during the festive holiday season.

"The warmth of our people, the beautiful displays by talented independent retailers and the unique gifts that can be sourced here make it a must visit Christmas shopping destination.

"This advert could create a boost for tourism in the region, with people across the UK inspired to visit the Scottish Borders for themselves.

“It is also fitting that the region has been chosen to show off M&S’s food offering.

"Food and drink plays a critical role in attracting visitors to the area with a number of quality producers placing emphasis on the provenance of their local sourced produce. From local cider, gin, whisky and beer to luxury chocolate, bakeries and sweet treats, there really is something for everyone to enjoy in the Scottish Borders this Christmas.”

Local tourism organisation, Visit Kelso, made sure the film crews received a warm welcome when they arrived in autumn.

The Visit Kelso committee said: “News that M&S was filming part of its Christmas campaign in Kelso Square created a great buzz about town, and further afield through our social media pages.

“We hope that the magic and sparkle created will be recognisable as Kelso, inspiring lots of people to visit and shop for their own Christmas wish lists.

"A friendly welcome, genuine Christmas spirit, and personal service waits, in our wonderful selection of independent shops.”