A £6m advertising campaign has been launched with a view to championing the openness of Scotland to students, investors, migrants and visitors in a bid to reposition the country on the world stage under a new national brand – Scotland Is Now.
The Scottish Government and VisitScotland have teamed up with Scottish Development International and Universities Scotland to build on existing appreciation of its landscapes, castles and people with a showcase of more modern endeavours, such as the Queensferry Crossing near Edinburgh, the V&A design Museum in Dundee and the Kelpies sculpture in Falkirk.
These tourist attractions are peppered with a showcase of significant individuals who have helped shape that agenda such as homelessness entrepreneur Josh LittleJohn of Social Bite; prosthetics expert Dr Ravinder Dahiya of the University of Glasgow and Mark Hogarth, creative director of Harris Tweed Hebrides.
Overriding all of this is the theme of openness with officials stressing a willingness to embrace ideas and people from all corners of the globe with a simultaneous launch in New York, San Francisco, China, London and Glasgow.
Charlie Smith, VisitScotland’s director of marketing, said: “There have been a few attempts in the past to do this kind of thing, but for whatever reason it’s not really happened. This is really the first time there has been a singular market platform for Scotland.”
Last year Scotland mounted a VR campaign to lure tech-savvy visitors to the country.