DRMumbai: A new campaign is set to put Scotland in the international spotlight and showcase the country’s world-leading assets to a global audience. Launched simultaneously in North America, London, and China, ‘Scotland is Now’ is designed to put the country firmly at the top of everyone’s list of places to live, work, study, invest and visit.
Attracting more migrant talent, international students, expanding overseas businesses and high-spend tourists is expected to augment Scotland’s economy and further cement its reputation as an open, diverse and welcoming country.
With the campaign, the Scottish Government, ‘VisitScotland’, Scottish Development International and Universities Scotland join forces for the first time to promote Scotland under a single unified national brand, bringing together combined spending of up to £6 million to promote Scotland globally.
‘Scotland is Now’ builds on the nation’s acknowledged strengths as a land of unrivaled history, breath-taking scenery, and warm welcomes, but shines a light on lesser-known qualities: a pioneering, dynamic and progressive nation taking the lead on key global challenges. The campaign brings together public sector partners with key business interests and will be a vehicle to support export growth in the private sector.
Scotland has more world-class universities per head of population than almost anywhere else in the world, and has the highest percentage of international and EU students than anywhere else in the UK. It is the most successful part of the UK for spin-out creation.
