scotland is now - tay cities · scotland is now #scotland#scotlandisisnownow a new national brand...
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Project unlimited #SCOTLANDISNOW
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outdated technology,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