A major new campaign will aim to put Scotland in the international spotlight and showcase the country’s world-leading assets to a global audience.
Launched yesterday in North America, London and China, ‘Scotland is Now’ is designed to put the country firmly on the list of places to live, work, study, invest and visit.
The campaign will see the Scottish Government, VisitScotland, Scottish Development International and Universities Scotland join forces 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 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.
Scotland also has more world-class universities per head of population than almost anywhere else in the world, has the highest percentage of international and EU students than anywhere else in the UK and is the most successful part of the UK for spin-out creation.
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.”
The campaign brings together public-sector partners with key business interests and will be a vehicle to support export growth in the private sector.
Professor Sir Jim McDonald, Principal and Vice-Chancellor of the University of Strathclyde said:
“‘Scotland is Now’ is a vibrant and modern way to demonstrate all that the country has to offer. Our university sector is one of the very best in the world and each year we generate thousands of work-ready graduates, discover new knowledge, produce new research and create innovative developments which help society to tackle its biggest issues.”
The Scottish Government believes that attracting more migrant talent and international students, in addition to expanding overseas businesses and high-spend tourists will grow Scotland’s economy and further cement its reputation as an open, diverse and welcoming country.
Article published 12th April 2018