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Visit Scotland | Alba
Article published 19/03/2019

Transforming Scotland's place in the world

We’re working with the Scottish Government, Scottish Development International (the international arm of Scottish Enterprise) and Universities Scotland to transform Scotland’s place in the world.

It’s still early stages for the new brand for Scotland; here’s an update on where we’re at.

Scotland.org

Scotland.org is one of the main channels for the Scotland is Now campaign and it continues to see growth. The website received 27% more visitors in its nine months since launch (11 April 2018 – 11 Jan 2019) compared to the same period the previous.

There’s been growth in key markets with 98% more traffic from London, 58% from the US and 798% more from China. And we’re also sending more traffic than ever to visitscotland.com, with a 100% growth in clicks, up from 14,000 to 28,000).

People films

The authentic voice of Scotland is best told through our people. A variety of films were created covering the different pillars of Brand Scotland activity – live and work, invest, visit and study. Our Scotland is Now people films have been viewed more than 127 million times worldwide.

Brand identity

We’re well on our way toward having an identity we can all embrace and be proud of. At the end of last year, we undertook an extensive stakeholder research phase and our design team has been working collaboratively with our brand partners to develop new creative direction for Brand Scotland. Watch this space.

Campaign activity | #LoveScotland

The #LoveScotland campaign ran throughout February promoting the many reasons people fall in love with our beautiful nation and choose to visit, live, study and work here. The campaign had an overall reach of more than 1.5 million people and 66,000 engagements, with particularly high engagement across YouTube visitor audiences.

The film created for the campaign portrayed an emotive connection to Scotland with the aim of inspiring others to share their own. It has been viewed more than 748,000 times.

Campaign activity | Burns

Our Burns campaign ran on paid media from 22 – 26 January celebrating the international reach and footprint that Robert Burns has created. The campaign was split using the Red Red Rose creative video and the Scottish Government’s new mural creation video. Targeting San Francisco, New York and London, the campaign generated 3.3 million impressions across Facebook, Instagram and Twitter.

Campaign activity | study

The international student and researcher community bring a lot to the Scottish economy. In January the Brand Scotland team kicked off our first promotional partnership with GoOverseas – a leading US scholarship and exchange company – who have been running similar campaigns with New Zealand and Northern Ireland for five and three years respectively.

The campaign saw North American students apply to win a scholarship to a Scottish University, with 13 of our institutes participating. The winner was a STEM student named Claire from Berkley University, creating a strong link between a renowned US institute and our own.

Promoted to a database of 64,000, we exceeded our target of 1,000 applications, receiving 1,517, and our campaign pages on the GoOverseas websites were viewed more than 50,600 times.

Talent acquisition

Migration is a key challenge for Scotland as we look to future economic growth. The need to attract and retain skilled workers is at the heart of our ability to service our existing industries, attract new business and drive innovation.

Working with the Scottish Government, we are looking at skills gaps and where new talent acquisition is necessary.

International networks

We're in New York for the 2019 Scotland Week, with a dynamic programme of shared events across all lead partners. From brand partnerships to Coo Vans in the streets of New York city, there’s a lot of great activity going on during that week.

Get involved in Brand Scotland

  1. Go to Scotland.org to find out more about the campaign
  2. Deliver your own marketing activities on behalf of Brand Scotland by downloading resources (such as images, videos and insights) from the toolkit
  3. Use #ScotlandIsNow across your social media posts and follow our social channels for updates
  4. Follow us @Scotland @VisitScotNews for the latest updates
  5. Share the films across your social media and showcase Scotland to your customers