Today marked the launch of an exciting new marketing campaign that will change the way people around the world look at Scotland. For the first time ever, several of Scotland’s national organisations: VisitScotland, Scottish Development International, the Scottish Government and Universities Scotland, have come together to show Scotland in a way never before seen.
The Scotland Is Now, campaign is a one-stop shop for everything that anyone needs to know about our incredible country. It is designed to put the Scotland firmly at the top of everyone’s list of places to live, work, study, invest and visit.
The hope is that 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.
First Minister of Scotland, Nicola Sturgeon said of the campaign:
"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."
This exciting new collaborative journey will issue a rallying cry, as we communicate the unique value of ‘Scottishness’ to our friends around the globe. Our aim is to bring a new clarity to Scotland’s brand and the story of what Scotland has to offer everyone.
Scotland Is Now will tell the authentic story of Scotland; as a bold and positive country, rich in history and heritage but forging forward in a way that is progressive, pioneering and inclusive. This campaign will continue to highlight the Scotland everyone knows and loves, while also banging the drum for some of our lesser-known, but equally important, contributions and achievements.
We want to show the world that Scotland is a country that is challenging new thinking, inviting new investment, creating new opportunities, supporting new industry and driving technology that embraces humanity around the globe. This exciting new story will be told through the people who know it best - those who have experienced it first hand and can share authentic experience of living, working, visiting and investing in Scotland.