Marketing the year


The Year of Innovation, Architecture and Design is a theme that runs throughout VisitScotland’s marketing activity in 2016.

Through our many channels, we showcase the richness of the country’s beautiful built heritage, culture and environment, alongside contemporary and cutting edge designs of today.

Our newly refreshed global website – – features an abundance of content from textiles and technology, to architecture, fashion and design. The extensive and varied programme of funded and partner events are showcased to its 20 million annual visitors through themed event listings on the site.

The new Spirit of Scotland campaign, which has a strong focus on online discovery, also features lots of inspiring content referencing the year. This includes a number of short online documentaries featuring the Kelpies, a Weaver, and a Barge Captain and some of our outstanding architectural and creative assets feature in a new TV advert for 2016.


You can also see lots inspiration on our social media channels, which highlight the variety of events, festivals, exhibitions, business conferences and visitor attractions, throughout the whole country on a daily basis.

Utilising our traditional channels as well as online, direct mail packs have been sent to hundreds of thousands of UK households with inspirational imagery and content encouraging them to experience Scotland’s greatest assets and icons, as well as some of our unique hidden gems.



Printed regional guides and VisitScotland iCentres across Scotland are also taking the message to visitors on arrival in Scotland with promotional boards, regional features and more bringing the local picture to life.

High profile partnerships allow us to take the message to an even wider audience. For example, our partnership with the Daily Mail on its regular ‘It’s Friday’ feature means we can promote lots of themed attractions and events to its 88,000 readers and our partnership with the  Qatar Airways has allowed us to fly the  flag at a high profile international events.

Finally, press trips for influential journalists, bloggers and instagramers help to ensure that Scotland’s achievements in innovation, design and architecture gain consistent positive coverage in high profile publications worldwide.

Whether it’s to discover the innovative structural design behind Andy Scott’s magnificent horse-head sculptures – the Kelpies, enjoy the splendour of a bygone era through the iconic designs of one of Scotland's best known architects Charles Rennie Mackintosh, or simply to be inspired by our creativity, VisitScotland’s marketing is making sure visitors know that there’s something for everyone in 2016.

Your business can capitalise on our marketing by aligning your product or event with the Year of Innovation, Architecture and Design. Take a look at our online tools to get involved.

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