The United Kingdom’s northernmost country has a lot more to offer event professionals than castles and kilts (although those things are great, too). VisitScotland has officially launched a new Scotland is Now campaign to tell travelers about the country’s progressive values. Reminiscent of the Legends campaign promoted in 2017, which continues into 2019, Scotland is Now targets consumer travelers looking for a cultural fit.
Created to “capitalize on the country’s steadfastness to advance progressive, pioneering and inclusive development,” the partnership between the Scottish Government, VisitScotland, Scottish Development International and Universities Scotland hopes to draw in high-value tourists—including business events travelers.
Why Scotland is Now Matters
“Buyers, planners and corporate clients have more choice than ever when considering their meetings, incentives and association conference destinations,” says Richard Knight, director of marketing for The Americas, VisitScotland Business Events.
This new initiative aims to display Scotland’s advanced cities, artistry and inspiring environments and its progressive views on gender and LGBTQ rights. One of the key components of the campaign is a series of video vignettes showcasing Scotland’s diverse culture, from designers at Harris Tweed to a former Somali refugee who has taken on the role of a community leader. These vignettes “showcase Scotland as a tolerant, forward-thinking nation supporting businesses and society of tomorrow and today.”
Scotland is a Go-To for Travelers
An esteemed quality of life co-mingles with convenience, hospitality, conference spaces and food and beverage, making it an ideal place for forward-thinking business and incentive travel. Knight explains that, though Scotland is Now is more overarching than Legends (which was directed more toward the MICE community than travelers), he believes it will resonate with event planners.
“The main impact of this campaign within the MICE market is going to be the unified messaging shared globally from the Scottish Government and its agencies, which will be to promote four core values: visit, work, invest and study in Scotland,” he says. Knight would also like to see the cities, venues and key stakeholders embracing the campaign to further gather speed and strength. “My hopes are that this will further grow the economic benefit of the already very important MICE market into Scotland,” he said.