A major new campaign will put Scotland in the international spotlight and showcase the country’s world-leading assets to a global audience.
Launching simultaneously today in North America, London and China, ‘Scotland is Now’ is designed to put the country firmly at the top of everyone’s list of places to live, work, study, invest and visit.
Attracting more migrant talent, international students, expanding overseas businesses and high-spend tourists will grow Scotland’s economy and further cement its reputation as an open, diverse and welcoming country.
The campaign sees the Scottish Government, VisitScotland, Scottish Development International and Universities Scotland join forces for the first time to promote Scotland under a single unified national brand, bringing together combined spending of up to £6 million to promote Scotland globally.
‘Scotland is Now’ builds on the nation’s acknowledged strengths as a land of unrivalled history, breath-taking scenery and warm welcomes, but shines a light on lesser-known qualities: a pioneering, dynamic and progressive nation taking the lead on key global challenges.
First Minister Nicola Sturgeon, who unveiled the campaign in China, said: “The message at the heart of ‘Scotland is Now’ is of a bold and positive country offering the warmest of welcomes, rich in history and heritage and with a progressive, pioneering and inclusive approach to our future.
“The campaign will inspire people to be part of Scotland’s future and tell Scotland’s story through those who know it best – people who have embraced living, working, studying, visiting and investing here.”
'Scotland is Now’ is an exciting and bold collaborative campaign which uses our rich mix of people, place and experience to tell Scotland’s story.Charlie Smith
The campaign includes a core Scotland film, which is being launched today, alongside a number of ‘people’ films which offer a personal perspective from those who call Scotland home.
Economy Secretary Keith Brown offered audiences in New York a sneak-peak at ‘Scotland is Now’ during Scotland Week last week, while the campaign is being launched in China as part of the First Minister’s visit.The campaign will be showcased at an event in London on Friday hosted by Culture, Tourism and External Affairs Secretary Fiona Hyslop.
The campaign brings together public sector partners with key business interests and will be a vehicle to support export growth in the private sector.
Charlie Smith, VisitScotland Director of Marketing & Digital said: “’Scotland is Now’ is an exciting and bold collaborative campaign which uses our rich mix of people, place and experience to tell Scotland’s story. At the heart of this movement is the message that Scotland is a country with the warmest of welcomes, one that is challenging new thinking, inviting new investment, creating new opportunities for study and jobs. Using stories that sum up the very best of our welcome, our humanity and community spirit, we hope that Scots and those who love Scotland everywhere will get behind this campaign and encourage people to live, work, invest, study and visit right now.”
“‘Scotland is Now’ will tell the world about our country’s many strengths and the University of Strathclyde is proud to be part of that story.”
Marc Crothall, Chief Executive, Scottish Tourism Alliance said: “The launch of ‘Scotland Is Now’ marks the beginning of a hugely exciting time for Scotland’s tourism industry and indeed all sectors across Scotland.Tourism has been acknowledged as being one of Scotland’s most important industries; it touches every business and sector and fuels all parts of our economy.I would encourage all tourism businesses to get on board, raise your business profile within the visitor market and help to make Scotland the number one global destination to visit.”