Over 20 million Europeans have shown their love for Scotland, two weeks after Scotland launched its latest marketing campaign with the message, “Europe, let’s continue our love affair”.
At the heart of the Scotland Is Now global marketing campaign’s latest activity is an atmospheric film shot at Lunan Bay, near Montrose and a heartfelt message to tell Europe that Scotland remains an open and welcoming nation.
The film has now been watched by over 20 million people across the key European markets of France, Germany and Spain, representing 10% of these countries’ populations.
These countries were selected as key markets in which a dip in confidence as a result of Brexit may be having a negative impact on investment, talent and tourism to Scotland, with the campaign designed to build on existing relationships and reinforce Scotland’s reputation as a world-class place for people to live, work, visit, study and do business.
The Scotland is Now initiative was launched in April 2018 and in its first year, the campaign aimed to grow awareness of the nation targeting the key markets of New York, San Francisco and London. To date, the campaign has reached in excess of 70 million people globally, prompted conversations about Scotland with over 1000 uses of the #ScotlandIsNow hashtag every single day, reached thousands of businesses worldwide and drove increased referrals to all partner channels.