SCOTLAND IS NOW - Tay Cities · SCOTLAND IS NOW #SCOTLAND#SCOTLANDISISNOWNOW A new national brand...

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SCOTLAND IS NOW Visit Scotland, Scottish Government, Scottish Enterprise and Universities

Scotland are working in partnership to position Scotland as a bold and positive

country, rich in history and heritage but forging forward in a way that is

progressive, pioneering and inclusive.

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Visit Work Live Study Invest

FROM: Multiple brand personalities,

outdated technology,

independent direct channels &

pockets of expertise

TO: One differentiated Scotland

story,

integrated digital infrastructure,

multi-channel partnerships &

shared centre of excellence

DRIVE INVESTMENT, DISCRETIONARY INCOME,

ECONOMIC IMPACT AND LONG TERM REPUTATION

#SCOTLANDISNOW Problem we wanted to solve

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Ownable national attributes Target audience attributes

#SCOTLANDISNOW Mapping our attributes

Welcome

Natural beauty

Rich history

Progressive society

Pioneering

Determined

Global outlook

Creative

Educated

Tech savvy

Trend setters

Quality driven

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Vison

SCOTLAND IS NOW #SCOTLANDISNOW #SCOTLANDISNOW Positive change is a major achievement

A new national brand for Scotland is a

collective and collaborative opportunity for

all to think about how to communicate the

unique value of our “Scottishness” to the

world - to encourage people to live, work,

invest, study and visit right now.

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WORKING TOGETHER IS SUCCESS

Bringing it to life #SCOTLANDISNOW

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WORKING TOGETHER IS SUCCESS

scotland.org

#SCOTLANDISNOW Scotland.org

WORKING TOGETHER IS SUCCESS

#SCOTLANDISNOW International events and exhibitions

#SCOTLANDISNOW Leveraging our networks through advocacy

Engaging Scotland’s Business Community

Develop and support the One Scotland ‘sales force’ so that partners across

industry, the public sector and academia have the right information and

support to communicate Scotland Is Now and specific propositions.

#SCOTLANDISNOW Social media

Social media messaging

#SCOTLANDISNOW Getting involved

How can you get involved?

Share the brand and people films on your website,

customer enewsletters or across your social media

channels

Join the conversation Let us know how you are engaging with the

campaign by using #ScotlandisNow

Share our films

Review the toolkit Register for free images and content on our digital

media library designed to make it as easy as

possible to promote Scotland is Now

Share on social media Share the brand and people films on your website,

customer enewsletters or across your social media

channels