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Visit Scotland | Alba
Article published 29/03/2019

Europe, let’s continue our love affair

Scotland has declared its enduring love for Europe in a heartfelt message to mark the original date that the UK had planned to leave the EU.

The latest chapter in the global marketing campaign, Scotland Is Now, launched on 29 March 2019, with a simple, powerful message: “Europe, let’s continue our love affair”.

The launch deliberately coincided with ‘Brexit day’, sending a heartfelt message to the continent that Scotland remains an open and welcoming nation.

Specifically targeted at key European markets - France, Germany and Spain - the campaign builds on existing relationships and reinforces Scotland’s reputation as a world-class place for people to live, work, visit, study and do business.

Using a mix of new creative online content and advertising, the campaign will be rolled out in key locations including Munich and Paris airports and in major international titles such as Le Monde, El Pais, and Der Spiegel.

In the face of uncertainty over the UK’s plans to leave the EU this campaign sends a strong message that Scotland continues to be a welcoming and outward looking country that will always be open for business.

We cannot sit back and allow Brexit to damage investment and tourism. It is right that we promote Scotland across Europe and there is no better time to remind our European neighbours of our values, our talents, and our friendship than right now.

Through the expansion of our network of innovation and investment hubs and the latest phase of the Scotland is Now campaign we are positioning Scotland as a place that people will want to visit - and where they will want to study, live and work.

First Minister, Nicola Sturgeon

Our ask of you...

Our heartfelt love letter to Europe is a simple one: Scotland has a message for you Europe, from the bottom of our hearts, Scotland is open to you. Our businesses, our universities, our beautiful country and our warm people welcome you.

We remain committed to being a country for Europeans to come live, work, study, visit and do business with. To help us share this message we have several tools in our Scotland is Open Toolkit for you to download and use on your communication channels.

These include:

  • A 30 second and six second film for download (16:9 Versions available with English, French, German and Spanish subtitles plus 9:6 and 1:1 version for social platforms with English subtitles)
  • Campaign imagery
  • Social media tiles
  • Campaign information

Each version of our film is also available on our Scotland is Now Youtube channel. Please help us tell Europe that Scotland wants to continue our love affair with them.

European markets

Currently, Europe provides six out of Scotland’s ten key tourism markets. In 2017, 1.6 million EU residents visited Scotland, generating £956 million for our economy. And, at home, the contribution of EU workers to Scotland’s tourism industry should be celebrated, with more than 21,000 workers (around 11.6%) of employment in the sector.

Outside of the US, Europe also features as a top region supporting Scotland’s strong performance in inward investment contributing to the 6,000+ jobs created in 2017 according to EY’s latest Attractiveness Survey.

And with population growth in Scotland projected to be amongst the lowest across comparator European countries, it is widely recognised that net in-migration of EU citizens coming to live and work in Scotland is critical to the future of the country’s demography, economy and society.

Scotland is Now

Bringing together VisitScotland, Scottish Enterprise, Highlands and Islands Enterprise, Scottish Government and Universities Scotland for the first time with a single, bold narrative for Scotland, the Scotland Is Now initiative was launched in April 2018.

In its first year, the campaign aimed to grow awareness of the nation targeting the key markets of New York, San Francisco and London. Within its first nine months, the campaign delivered in excess of 127 million views of its videos, attracted over 1,000 uses of the #ScotlandIsNow hashtag every day, reached thousands of businesses worldwide and drove increased referrals to all partner channels.