Skip to main content

11 April 2018

Scotland is Now


Global campaign takes Scotland to the world.

A major new campaign will put Scotland in the international spotlight and showcase the country’s world-leading assets to a global audience.

Launching simultaneously today 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 will grow Scotland’s economy and further cement its reputation as an open, diverse and welcoming country.

The campaign sees 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 unrivalled 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.

First Minister Nicola Sturgeon, who unveiled the campaign in China, said:

“The message at the heart of ‘Scotland is Now’ is of a bold and positive country offering the warmest of welcomes, rich in history and heritage and with a progressive, pioneering and inclusive approach to our future.

“The campaign will inspire people to be part of Scotland’s future and tell Scotland’s story through those who know it best – people who have embraced living, working, studying, visiting and investing here.”

The campaign includes a core Scotland film, which is being launched today, alongside a number of ‘people’ films which offer a personal perspective from those who call Scotland home. 

Economy Secretary Keith Brown offered audiences in New York a sneak-peak at ‘Scotland is Now’ during Scotland Week last week, while the campaign is being launched in China as part of the First Minister’s visit.  The campaign will be showcased at an event in London on Friday hosted by Culture, Tourism and External Affairs Secretary Fiona Hyslop.

The campaign brings together public sector partners with key business interests and will be a vehicle to support export growth in the private sector.

Gerry O’Donnell, Corporate Affairs Director at Edrington (the company behind iconic whisky brands such as Macallan), said:

“‘Scotland is Now’ presents a confident narrative that connects well with Scotch whisky’s authenticity and growth potential. It’s a story that all exporters can get behind.”  

Scotland has more world-class universities per head of population than almost anywhere else in the world, has the highest percentage of international and EU students than anywhere else in the UK and is the most successful part of the UK for spin-out creation.

Professor Sir Jim McDonald, Principal and Vice-Chancellor of the University of Strathclyde said:

“‘Scotland is Now’ is a vibrant and modern way to demonstrate all that the country has to offer. Our university sector is one of the very best in the world and each year we generate thousands of work-ready graduates, discover new knowledge, produce new research and create innovative developments which help society to tackle its biggest issues.

“‘Scotland is Now’ will tell the world about our country’s many strengths and the University of Strathclyde is proud to be part of that story.”

Marc Crothall, Chief Executive, Scottish Tourism Alliance said:

“The launch of ‘Scotland Is Now’ marks the beginning of a hugely exciting time for Scotland’s tourism industry and indeed all sectors across Scotland.  Tourism has been acknowledged as being one of Scotland’s most important industries; it touches every business and sector and fuels all parts of our economy.  I would encourage all tourism businesses to get on board, raise your business profile within the visitor market and help to make Scotland the number one global destination to visit.”

Martin Gilbert and Keith Skeoch, Chief Executives of Standard Life Aberdeen said:

“Standard Life Aberdeen is a global company proud to have our headquarters and majority of operations in Scotland. We are therefore delighted to support Scotland Is Now, an ambitious campaign that aims to remind the world what many of our colleagues based here already know – that Scotland is great place to live, work, invest and visit.” 


This year, for the first time, the Scottish Government, VisitScotland,  Scottish Development International and Universities Scotland are combining all or part of their existing international marketing spend (£6 million) to deliver ‘Scotland is Now’.

The campaign includes online, cinema and press advertising and the development of  

Campaign assets are available from the brand hub [link]

Notes to Editors


Andrew Lloyd, President, Corero Network Security said:

“Successful Scottish exports combined with targeted inward investment have delivered economic growth and fostered a deeply ingrained innovation culture in Scotland.  As I travel the world,  I proudly share my experiences of growing successful businesses in Scotland with those seeking to access both the UK/EU markets and to leverage our talented workforce.  From personal experience in the software and data science technology sector, I know that Scotland offers a rare combination of brilliant minds, a strong commitment to cutting edge research and an amazing quality of life. That is why I strongly support this ambitious initiative; building even greater brand awareness for Scotland to further boost our economy.”

Iain Baxter, Sales and Marketing Director, Caledonian Sleeper said:

“Caledonian Sleeper are delighted to support Scotland is Now in helping to encourage people to live, work, invest and study in Scotland. It’s great to see public and private sector companies working together for the whole of Scotland’s benefit and we look forward to engaging with this campaign and working with partners to amplify Scotland’s message.”

Gillian Macdonald, Head of Sales & Marketing, Historic Environment Scotland said:

“At Historic Environment Scotland we welcome the exciting new approach that the Scotland Is Now campaign delivers. We have seen great results from increasing international tourism over the last couple of years and we recognise the potential benefits to our wider organisation and to the economy as a whole by positioning Scotland as a great destination in which to live, work, invest and study as well as to visit.”

Stuart Garrett, Managing Director, NorthLink Ferries said:

“We are delighted to be both serving the Northern Isles and supporting the #Scotland is Now campaign.. Orkney and Shetland are widely recognised as being amongst the best places to live and work in Scotland, it positions us in an ideal role to highlight the real dynamism of both Island groups and the cutting edge innovation as amplified by the Scalloway Maritime NAFC facility in Shetland and the International Centre for Island Technology delivering MSc Marine Sustainability programmes in Stromness.

“So from award winning agriculture and seafood produce, to internationally acclaimed whisky, gin, ale and cheeses these islands epitomise quality and a welcome second to none.

Whether fishing or fauna, science, sporting or cultural, with a wonderful array of Festivals throughout the year the Northern Isles capture the very essence of #Scotlandisnow.”


Iain V Monk: 0131 244 2972 / 07771 555 601

Contact information

Sarah Cross
0141 228 2308
07947 334588

Scottish Enterprise is Scotland's national economic development agency and aims to deliver a significant, lasting effect on the Scottish economy. Our role is to help identify and exploit the best opportunities for economic growth. We support ambitious Scottish companies to compete within the global marketplace and help build Scotland's globally competitive sectors. We also work with a range of partners in the public and private sectors to attract new investment to Scotland and to help create a world-class business environment.

Follow us on Twitter at
Follow us on Facebook at




View | Download

ScIN Edinburgh Best Place in Europe

ScIN Edinburgh Best Place in Europe

View | Download