Scotland is Now
Campaign launch: 2018
Research told us that awareness for Scotland against its competitive set was relatively low. Where there was awareness, the positive sentiment was strong. Further insight uncovered that natural landscapes, history and our welcome performed well.
Although further attributes and strengths, like inclusivity, open-mindedness, innovation, inspirational culture, vibrant cities, world-class creative industries, and education, underperformed and were recognised as key to setting us apart.
As competitor nations around the world stepped up their game, and the world of migration, investment, business and travel evolved, Scotland required a coordinated effort to not only sustain its global reputation but grow it in order to drive economic benefit and unlock potential.
We worked in partnership with the Scottish Government, Scottish Development International / Scottish Enterprise and Universities Scotland, we sought to maximise our collective resources and expertise to face into this challenge.
We developed a single marketing platform, network, and narrative. This not only showcased Scotland as a diverse and progressive destination for visitors, but also appealed to those looking to live, work, study or do business.
Watch some of our people stories
Scotland is Now was established to galvanise support from partners and across Scotland. A new team maximising partner talent and resources, a centralised digital infrastructure and creative proposition were developed. All with the aim of celebrating our national stories and building an enduring identity based on our core attributes as a country.
We launched our brand film at a series of key events and across channels in April 2018. Including in China by the First Minister of Scotland, in New York at Tartan Week, and in San Francisco and London. This was followed by:
a series of 15 mini documentaries telling the unique and authentic stories of our people
an augmented reality app in partnership with Google
an integrated mix of paid media, digital, cinema and TV, out of home, and print marketing
The visual identity of the campaign purposefully departed from the norm to challenge perceptions of Scotland and reflect Scotland as a modern, innovative, and creative nation.
The initiative aimed to put Scotland on the top of everyone’s "now" list.