Previous campaigns

Absence makes the heart grow fonder - COVID-19 response

Campaign launch: 2020
Audience: Global - organic

Facing the biggest challenge, the tourism industry had ever experienced, we needed to demonstrate leadership and sensitivity when communicating with our audiences. 

The campaign launched during the COVID-19 pandemic, ahead of the Easter holidays, a traditionally busy time for the tourism industry. It was a virtual hug to fans of Scotland, near and far. A heart-warming film asked them to dream about a trip to Scotland now, but to travel later. 

Created by our marketing team while working from their own homes. The short film reminded visitors what Scotland has to offer. Triggering memories of previous visits and, most importantly, reminding audiences that whilst a visit wasn’t possible right then, it would be once again in the future. 

Watch our Absence makes the heart grow fonder short film

Built around the idea that "absence makes the heart grow fonder", the film features stunning visuals from Skara Brae in Orkney to Loch Ken in Dumfries and Galloway, from Airlie Monument in Angus to Dunnottar Castle in Aberdeenshire, amongst many others. 

Sharing the love

The video was shared through our own channels, achieving over 49,000 views organically on our English YouTube channel alone. People were encouraged to help spread the message further by sharing the short film across their social channels. It was also made available with subtitles in German, Spanish, French, Dutch, Italian and Mandarin. 

Scotland is Now

Campaign launch: 2018
Audience: Global

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. 

Campaign results

The campaign reached a sixth of the UK’s population on launch day alone. It was also in the top 10% of YouTube’s ads on performance, outperforming Apple, and BMW in April 2018.

Between launch and the end of 2019, 15 campaigns were run under the Scotland is Now umbrella achieving more than 181 million video views. Over 221 million people were reached worldwide via paid media alone and there were more than 1.5 million uses of the hashtag #ScotlandIsNow. The partnership also grew to include further national partners, Creative Scotland, and Scotland Food & Drink.  

Scotland’s performance in our National Brand Index continues to improve, showing growing recognition of our key promoted attributes and reputational impact. In 2020 we were voted one of the top five most admired place brands in the world by Anholt-Ipsos City Nation Place Survey, alongside New York, New Zealand, Amsterdam, and London.  

We continue to work in close collaboration with partners to support, shape and amplify the Brand Scotland work. The core team is now embedded within Scottish Government marketing.  

For more information go to www.scotland.org.