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Visit Scotland | Alba

Let’s put Scotland at the top of everyone’s 'now' list

Campaign launch: 2018

Audience: Global, launched initially in New York, San Francisco and London

Our global Spirit of Scotland campaign was launched in 2016 and presented Scotland to the world as a place to visit. We’re building on that campaign to show that Scotland is Now – it’s a forward-thinking country for people not only to visit, but to live, work, study and invest in.

We’re working with the Scottish Government, Scottish Development International/Scottish Enterprise and Universities Scotland to create one brand that focuses on four pillars - live and work, invest, study and visit.

This new collaborative effort will harness our national story, our technology and our talent for all of Scotland’s benefit and stimulate international growth.
We’ve got great products - world renowned universities, top talent, incredible history and landscapes, warm hospitality, entrepreneurial spirit and a high quality of life, matched with affordable living, to name but a few. This new campaign, Scotland is Now, will showcase these products to the world.

Scotland is a bold and positive country, rich in history and heritage but forging forward in a way that is progressive, pioneering and inclusive. Help us spread the word – just as you did with the Spirit of Scotland - to ensure that we put Scotland at the top of everyone's NOW list.

Infographic of the Scotland is Now campaign
Infographic of the Scotland is Now campaign


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