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Article published 01/04/2022

We’ve launched a new campaign showcasing Scotland’s exciting, exhilarating, and eclectic mix of music, cultural and sporting events.

Running throughout April, the ‘Buzz is Back’ campaign is set to inspire both visitors and locals to rock out, jump in, stand up and get down at a range of both new and much-loved live events taking place across the country throughout the year.

The multi-channel, domestic campaign has been designed to appeal to audiences looking to fill the void from earlier restrictions with experiences that stir the emotions and elevate in-the-moment moods, and will feature across radio, print, digital and social. A specially created 30-second video released later this month, will also draw on how it feels to be back at live events highlighting unmissable experiences through the eyes of event-goers.

Scotland’s outlook and position as the perfect stage for events is set to be further strengthened with a range of new and returning events taking place across 2022 and beyond. With an array of events to choose from including Scotland’s Year of Stories 2022, five major golf tournaments over a five-week period, five forthcoming creative programmes as part of UNBOXED, and a range of cycling events ahead of next year’s UCI Cycling World Championships in Glasgow and across Scotland, the campaign will aim to rebuild and inspire consumer confidence in travelling to and around Scotland to attend events, as well as encouraging advocacy and engagement.

It’s exciting to see such a range of live music, cultural, and sporting events on offer - from Scotland’s Year of Stories, to major golf tournaments.

Live events can support our communities and our wellbeing, as well as simply being a good day out with friends and family. I would encourage everyone to get involved in the many excellent events taking place right across the country this year.

Culture Minister Neil Gray

From atmospheric crowds and iconic venues to picture-perfect backdrops playing host to audiences from near and far, our exciting campaign is designed to capture the ‘feel good factor’ of being back at live events, as well as bolster the recovery of Scotland’s valuable events industry by encouraging both visitors and locals to embrace the range of events on offer.

So whether you’re spending an unforgettable weekend with friends at a music concert, sampling Scotland’s natural larder at a local food and drink festival, or cheering on your favourite sporting hero, there’s set to be something for everyone!

Paul Bush OBE, Director of Events

We are so excited to welcome live audiences back to our events as they are the key ingredient in creating that memorable ambience and excitement which many of us have been longing for throughout the pandemic.

Scotland is one of the best places in the world to experience events, and after the challenges of the last two years this campaign is a fantastic celebration of the amazing range of live cultural, sporting and music events that people can once again be part of.

Peter Duthie, Chief Executive of Scottish Event Campus and Chair of Scotland’s Event Industry Advisory Group

The campaign also supports the findings from last year’s Contribution of Events to Scotland's Wellbeing research project, delivered by Wavehill Social and Economic Research, and led by Scotland’s Event Industry Advisory Group Health and Wellbeing Economy sub-group.

Read the Contributions of Events to Scotland's Wellbeing report on our dedicated page.

This reinforced the direct contribution that events provide in promoting Scotland’s place in the world; creating opportunities for communities to come together and supporting individual wellbeing. 

Visit our events page for more information on events taking place throughout the year. 

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