Campaign to promote the country

A £6 million campaign has been launched to showcase Scotland’s assets to a global audience.

The Scotland Is Now campaign is designed to put the country at the top of everyone’s list of places to live, work, study, invest and visit.

It is hoped that attracting more migrant talent, international students, expanding overseas businesses and high-spend tourists will grow Scotland’s economy and its reputation as an open, diverse and welcoming country.

The campaign sees the Scottish Government, VisitScotland, Scottish Development International and Universities Scotland join forces for the first time to promote Scotland under a single unified national brand, bringing together combined spending of up to £6 million to promote Scotland globally.

It launched simultaneously yesterday in North America, London and China, where it was unveiled by Nicola Sturgeon during her five day visit to the country.

She 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.”