The display is part of nationwide activity depicting the people, places and natural resources that contribute to Scotland standing on the world stage. The ten striking posters destined for Scotland’s six main airports will be in place by the end this month.
As well as Scottish Ballet, the red Hot Chilli Pipers and Arbroath Smokie producer Iain R. Spink all feature in the imagery. The locations used stretch across Scotland from the Glasgow Science Centre to Aberdeen Harbour.
The updated point of entry creative theme was chosen to demonstrate Scotland’s strengths to international arrivals. The images will be in place until January next year.
Cabinet Secretary for Culture, Europe and External Affairs, Fiona Hyslop said, “This is about creating the right first impression for visitors to Scotland. We are blessed with beautiful scenery and wonderful people with a flair for artistic expression, creativity and innovation. These images capture Scotland’s strengths and position Scotland as a modern, dynamic nation.”
Amanda McMillan, managing director of Glasgow Airport said: “For many, Glasgow Airport is their first impression of Scotland and it is important we provide a warm and memorable gateway to the millions of people who travel through our doors every year.
“This dynamic new campaign is sure to turn heads and it will provide an iconic backdrop in our newly refurbished international arrivals area. As well as celebrating the traditional aspects of Scottish tourism, the campaign incorporates a contemporary twist which perfectly sums up modern Scotland. I’m sure it will inspire people who are visiting the city of Glasgow and those venturing further afield to see the best of what Scotland has to offer.”
Commissioned by the Scottish Government, the images will also be used online and in social media, to engage an international audience and promote Scotland as a great place to live, work, study, visit and do business.
The appetite for news from Scotland amongst Scottish diaspora and Scots enthusiasts around the globe continues to grow. More people than ever are following official social accounts with over 110,000 follows and likes, primarily from the USA.
In 2014, the country’s international portal www.Scotland.org attracted over 1.6 million visits, an increase of over 8% from the previous year. The US, Canada and Australia are the most popular visitors to the site outside of the UK.