The VisitScotland Brand


VisitScotland conducted extensive brand research in late 2001/early 2002 to find out why people visited Scotland and what the country represented as a brand.


The research showed that Scotland has world famous icons such as whisky, tartan, golf and castles along with strong, romantic and rich imagery. The people of Scotland are respected and admired throughout the world but there were issues with the destination being seen as expensive and remote.


Emerging from the research were three key words, each representing the Scottish brand:

  • Enduring - The buildings and architecture, history, culture and tradition.
  • Dramatic - Dramatic scenery, beautiful light and the drama of the changing weather.
  • Human - The Scots are seen as down to earth, innovative, solid and dependable, and full of integrity and pride. The survey showed that people felt they got the genuine article when they came to Scotland and that there was nothing synthetic about Scotland.

The consumer branding research also showed that the tourism industry should work towards four core values for a successful future:

  • Integrity - Working together, not over-promising and enforcing quality levels.
  • Pride - Passionate about Scotland, sharing our enthusiasm and delivering the best experience of Scotland.
  • Proficiency - Knowing our customers, dealing with things on the spot, continually improving and learning, and enforcing best practice.
  • Innovation - Open to new ideas, unafraid of change, individually responsive and responsible, providing solutions and doing things better.

Brand Campaigns

On the basis of this, VisitScotland developed the 'Live It. Visit Scotland' campaign which shows through TV, cinema, press and poster advertising how Scotland can engage all five senses to deliver a life-enhancing break which visitors feel they could not experience anywhere else.


The 'Live It. Visit Scotland' campaign, running since Spring 2002, aims to capture the true spirit of Scotland:

  • awe-inspiring rural and urban scenery
  • an ever-present sense of history
  • welcoming people, passionate about and proud of their country.

These brand advertisements aim to create a clear and almost irresistible image of Scotland in potential visitors' minds. But we also need to give people a reason to visit now - to turn Scotland from a 'might see one day' destination to a 'must visit', and also a 'must return', destination.

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