Scotland launches new multi-million pound international marketing campaign
VisitScotland has boosted its international marketing muscle by joining forces with the Scottish Government, Scottish Development International and Universities Scotland for the first time.
Together they will promote Scotland globally, with each contributing all or part of their existing international marketing budgets, providing a total of up to £6 million.
Launching simultaneously today in London, the US and China, their campaign, ‘Scotland is Now’ is designed to attract more high-spending tourists, as well as more international students and talented professionals.
Speaking as she unveiled the campaign in China, First Minister Nicola Sturgeon 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."
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.
It will be showcased at an event in London on Friday hosted by culture, tourism and external affairs secretary Fiona Hyslop.
Marc Crothall, chief executive of 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."
The campaign includes online, cinema and press advertising and the development of a new website, scotlandisnow.
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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