Only in Scotland - Bringing Scotland to the World
Our job is a privilege. In terms of destination brands, Scotland is one of the strongest in the world.
As our major asset, it's important that we articulate our brand clearly to ensure a proposition that is differentiated, authentic, relevant, inspirational and motivating to both first time and repeat visitors. Our country is product rich and multi-dimensional in terms of its offerings and it’s our job to sell it as a powerfully enriching personal experience and create life-long Scotland advocates.
The creative platform – Only in Scotland – has been identified to appeal across markets, segments and geographical locations, bringing our products and experiences to life in an emotive and engaging way. A platform to showcase the unique experiences a visitor can have only in Scotland.
We have put storytelling at the very heart of our strategy and working within a creative and content calendar framework, these stories are shaped from our values, the motivators and emotional drivers that a visitor is looking to get from a holiday in Scotland.