The Scottish Government

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On 1 July 2004 the First Minister announced a long-term strategy to strengthen Scotland's International Image and outlined the Scottish government's plans for promoting Scotland more effectively overseas.

Research undertaken by the Scottish Executive highlighted that, although Scotland has a strong identity overseas, perceptions are based upon traditional images and icons of Scotland - misty glens and castles, Braveheart and tartan. These perceptions undoubtedly contribute to the distinctiveness of the Scottish identity and are an asset. However, in an increasingly competitive global market, it is also important that people understand what contemporary Scotland has to offer if we are to attract international students, inward investors, business people, skilled workers and a new generation of tourists. Therefore, in promoting Scotland overseas, a balance needs to be struck between portraying the traditional and the modern. We need to let people know about our rich history and heritage and our vibrant cities, world class universities, dynamic businesses and thriving arts and culture.

Strengthening Scotland's International Image was considered a priority by the First Minister in order to bring economic, social and cultural benefits to our nation. The strategy to create greater awareness of, and interest in, modern Scotland consolidates the country's position on the world stage. The initiative is being led by the ScottishExecutive in partnership with the key public sector bodies responsible for tourism, inward investment and trade and the promotion of Scottish education - VisitScotland, Scottish Development International and British Council Scotland.

By working with these key agencies - and other public and private sector organisations - the aim is to deliver consistent, clear and compelling images and messages about Scotland in the 21st century. Together we can achieve a greater impact from our efforts.

It takes a long time to shift long-held perceptions and at this early stage the initiative's main goal is to raise awareness of modern Scotland. By increasing coverage in the international press and reaching as many people as possible with information about modern Scotland, we will raise Scotland's profile, stimulate interest in our country as a destination of choice to visit, study or work.

Every year, thousands of people come to Scotland to do business, to attend conferences, to study or to visit. If we can ensure that these people have a great experience whilst they are in our country, they are much more likely to recommend Scotland to their friends and family.

Scotland also has some extensive -and potentially very influential - international networks. It is estimated that there are over 45 million people who claim Scottish ancestry and we have tens of thousands of alumni in every corner of the world. There are many more people who do not have a direct connection with our country but have a strong affinity with Scotland.By increasing our engagement with these networks and mobilising the energy and enthusiasm of their members, we will have a very powerful network of advocates for Scotland across the globe.

As we continue this work to strengthen Scotland's image internationally, we will gather more information and intelligence on the various countries we engage with and the people we need to influence with messages about modern Scotland. We have embarked upon a long journey but one which has the potential to reap substantial benefits for Scotland.

This document provides an overview of the progress for the initial phase of this work. We have outlined progress against each of the measures announced by the First Minister on 1 July 2004. A lot has been achieved in the past two years and we hope that this report will stimulate the interest of other organisations, groups and individuals, and secure their support for participation as this initiative goes forward.

The strategy on Scotland's InternationalImage is very closely linked to the New Scots report launched by the First Minister in February 2004. That report set out measures to promote Scotland as a great place to live and work in order to attract 'Fresh Talent'. This work is being led by the Scottish Executive.

Progress on the Fresh Talent initiative will be reported on separately.

Key highlights

• Since the launch of www.scotlandistheplace.com, over 300,000 visitors from over 100 different countries have used the website to seek information about living and working in Scotland.
• Political leaders and over 3,000 members of the international press arrived in Scotland for the G8 Summit at Gleneagles and 60,000 people attended the Live 8 concert in Edinburgh in July 2005.
• In May 2006 sponsorship of the International Press Institute Congress, held in Edinburgh, resulted in positive images and messages about Scotland being communicated to the 289 senior members of the international media from 56 countries who attended the conference.
• Proactive communications with international media contacts have resulted in over 200 positive messages about Scotland being published in international media which equates to a value of £500,000 of equivalent advertising expenditure. At Tartan Week 2006 combined communications activity with VisitScotland targeting New York media contacts generated the advertising equivalent of $5 million (£2.7 million).
• The First Minister launched the Scottish Executive's Diaspora Strategy during his visit to Canada in October 2005. This was followed in March 2006 by the launch of a new e-magazine called 'Scotland Now' for our Diaspora and Alumni. Since the launch thousands of visitors have gone online to read the magazine.
• In 2005 materials promoting modern Scotland were sent to 59 Foreign and Commonwealth Offices to be given to guests at St Andrews Day celebrations around the world.
• Welcome messages and advertising at Scotland's six airports have reached the 18 million people who have used these airports each year. This includes 6.3 million people who arrive oninternational flights.
• Over 17,000 Saltire flags have been sent out to events in Scotland and overseas since July 2005. 1,000 were sent out with Scotland's Commonwealth Games team to Melbourne, Australia, in March 2006. 5,000 were snapped up in 14 minutes at the Live 8 concert at Murrayfield in July 2005.
• Since July 2005 nearly 70,000 brochures on modern Scotland have been distributed in Scotland and around the world.

We will showcase Scotlandas a modern nation.

Developing the brand for Scotland

Through a process of research and structured interviews with partners and stakeholders, the brand for Scotland has been developed. At the centre of this work is the brand essence which defines the unique characteristics associated with Scotland. The use of words and statements that incorporate some or all of the elements 'bold, stimulating and human' are now being woven into all materials to promote Scotland as a great country to visit, study, live and work, do business with and invest in. The Saltire is the visual symbol of Scotland and is being integrated within the marketing materials of key partners including VisitScotland, Event Scotland and sportscotland. The Saltire marque has been fully adopted by the Scottish Executive for all its international activities and by Scottish Development International.

A key output of this work has been the production of brand guidelines which are available online for use by the Scottish Executive and its partners and can be found on www.scotlandistheplace.com/infoexchange

New materials

We now have a comprehensive range of materials - including a brochure, CD ROM and memory stick - to showcase modern Scotland. Other items include pin badges, pens, mouse mats and umbrellas. All materials carry the Scotland marque with the Saltire. These are used for distribution at major festivals, conferences, exhibitions and events that attract international visitors in Scotland and are also used extensively overseas.

Key highlights

• Since July 2005 nearly 70,000 brochures on modern Scotland have been distributed around the world.
• Materials to promote Scotland have been sent out to 290 events, in Scotland and overseas in the past two years.
• 22,000 Saltire hats were distributed to visitors at the Edinburgh Hogmanay event 2005
• Over 17,000 Saltire flags have been sent out to events in Scotland and overseas since July 2005

Image Bank

Five of Scotland's top photographers were commissioned to produce photographs depicting their perspective of Scotland today. There are now nearly 600 photographs in an online Image Bank which is used by the Scottish Executive and its key partners. Scottish Enterprise, Scottish Development International, Highlands & Islands Enterprise, British Council, VisitScotland, Event Scotland and sportscotland and is also used by many other national organisations.
www.scotlandistheplace.com

A new website was developed in July 2004 to attract people to live and work in Scotland. The website is constantly evolving and is regularly updated.

Key highlights

• Since its launch over 300,000 people have visited scotlandistheplace.com from over 100 different countries to seek information about living and working in Scotland.
• Famous Scots including Nicola Benedetti, KT Tunstall and Alexander McCall Smith have contributed guest features relating their experiences of Scotland and how our country has inspired them.

22,000 Saltire Hats were distributed at Edinburgh Hogmanay event 2005.

As a result of the television coverage of Edinburgh's Hogmanay we received numerous requests for these hats including an order of 100 by the US army based in Germany for use in the Berlin marathon and skiing trip.

Major events in Scotland

Every year, millions of people come to Scotland to visit, to study, or to do business. We have targeted major events and conferences in Scotland to reach international visitors and promote all facets of Scotland. Research demonstrates the importanceof 'family and friends' in influencing the decisions of others. If we can ensure all of these people have a good experience of Scotland, the potential benefits of their recommendations will be enormous.

High profile events also provide an invaluable opportunity to raise Scotland's profile on the world stage as they tend to generate significant media interest. We are taking every opportunity to capitalise on these events and generate media interest, we can, over time, shift perceptions and increase awareness and interest in modern Scotland.

We will make the most of major events in Scotland to promote Scotland as a great place to live and work.

Key highlights

• The opening of the new Scottish Parliament building in October 2004 presented a unique opportunity to secure coverage about contemporary Scotland. A video news release was sent out to 30 broadcasters across the world and a shorter version was sent to a further 759 producers internationally for future reference and use.
• Political leaders and over 3,000 members of the international press arrived in Scotland for the G8 Summit at Gleneagles and 60,000 people attended the Live 8 concert in Edinburgh in July 2005. The ScottishExecutive worked with VisitScotland and Scottish Enterprise to create a Scottish Village at G8 to showcase every aspect of modern Scotland throughout this event.
• By supporting high profile events such as the speech delivered by President Clinton in Glasgow and the International Press Institute Congress in Edinburgh - both in May 2006 - we can secure substantive coverage about Scotland and generate significant goodwill. The International Press Institute Congress was attended by 289 delegates, made up of senior members of the press from 56 countries. This was one of the largest gatherings of international media organisations and was organised by BBC Scotland. Part of our support included arranging for two Malawi journalists to come to Scotland and attend the full conference.
• Other high profile events we have supported include the World Youth Congress, the Scottish Style Awards, Edinburgh Fashion Week, Scottish Fashion Awards, the Burns Humanitarian Award and the Andrew Carnegie Medal of Philanthropy event.

Sporting events

Scotland is increasingly a magnet for sports enthusiasts - from golf to adventure sports - and sport helps to convey the quality of life that is available in Scotland as well as the many holiday options on offer. We have taken opportunities at sporting events to highlight to visitors and Scots alike Scotland's many attractions.

Edinburgh International Festival, Fringe, Winter Festivalsand Hogmanay.

We have promoted Scotland as a great place to live and work through advertisements and sponsorship packages. This has enabled us to reach an audience of over 1million visitors to Scotland.

Over the winter of 2005, we supportedthe Hogmanay celebrations in Edinburgh, Glasgow and Aberdeen. 250,000 party goers attended Edinburgh's Hogmanay party of which 27,500 were international visitors. Attendees at Glasgow and Aberdeen were 27,500 and 10,000 respectively.

Key highlights

• We have promoted Scotland at several international golf events in Scotland, including the British Open in St Andrews, the Senior British Open, the Scottish Open and the Dunhill championship.
• We secured advertising space at Murrayfield for Six Nations championships 2006 for Scotland's games with England and France and in Rome for the game with Italy. These games were watched by 12.2 million people (source BBC).
• We secured perimeter advertising at the World Cup qualifier between Scotland and Belarus at Hampden Park in October 2005 and also sponsored the Homeless World Cup held in Edinburgh in August 2005.
• We provided delegate packs and room dressing at the Commonwealth Games Council Sportsmen of the Year Dinner in November 2005.
• Promotional items were sent to the World Mountain Biking championships in Fort William in June 2006.

We will bring the world's media to Scotland to let them see it with their own eyes, and not through the words of others.

International Media

Over the past two years, we have organised a series of tailored itineraries for members of the international media.

The purpose of this work is to increase their awareness of Scottish attributes and strengths - such as the world class research in our universities, the competitiveness of our key industry sectors and our thriving arts and culture scene.

We use these visits to develop deeper relationships with this key group of opinion influencers in order to increase the profile for Scotland in international newspapers and magazines. We have also proactively targeted the media in some countries to encourage the number of positive features written about Scotland.

Key Highlights

• Nearly 3,000 journalists were accompanied around the G8 conference site and village and were given media packs with supporting materials.
• Tailored Itineraries have been organised for 100 journalists from 17 countries since July 2004. Those countries include Australia, China, Canada, India, Malaysia, UK, Poland, Singapore, USA and Russia,
• Over 200 articles have appeared in the international press as a direct result of international media visits to Scotland and proactive communication with international media contacts around education fairs and events in key markets such as China and India.
• This coverage has generated positive messages about Scotland and has a value of nearly £500,000 of equivalent advertising expenditure.

This excludes the coverage at Tartan Week which is reported later.

We will target fifty countries to showcase Scotland.

International Media

By exploiting existing connections and identifying opportunities, we have engaged with over 20 countries since the launch of the initiative to strengthen Scotland's International Image. Activity has included Ministerial visits, media trips, attendance at education fairs and conferences and tailored events for senior representatives from government, education, business and the arts.

Important work has also been undertaken by partners such as Foreign and Commonwealth Offices and British Council. A full list of countries where the Scottish Executive has been active is attached in Appendix 1.

United States of America

A number of activities have been undertaken to promote Scotland in the United States. Ministerial visits have included the high profile speaking engagements by the First Minister at Princeton University. We developed opportunities to profile Scotland at events such as the National Conferenceof State Legislators conference in Seattle in 2005 and have participated in a wide range of events that raise the profile of Scotland and support the ongoing work of the First Secretary in the USA.

Key highlights

• The programme for Tartan Week 2006 was launched with the media at a Burns Supper in New York in January which was attended by Donald Trump.
• A focused communications programmefor New York media contacts generated the advertising equivalent of $2 million (£1.1 million) worth of positive coveragefor Scotland. Combined with the activity generated by VisitScotland this generated a total of just under $5 million (£2.7million) worth of coverage for Scotland.
• The Saltire marque was used on all promotional materials and this has helped to build recognition of the Saltire and its association with Scotland.
• Working together, the Scottish Executive and Visit Scotland created an official website for Tartan Week and a comprehensive programme of events which attracted nearly 75,000 people. Over 6,000 runners took part in the Scotland Run and 60,000 people went to the Scottish Village.

China

Substantive work has successfully and significantly raised Scotland's profile. Activity has been focussed on ministerial visits and education fairs with media tours to Scotland. A Chinese website sugelan.com was launched to coincide with the First Minister's visit to China in October 2005.

In June 2006 the Permanent Secretary attended the media briefing in Beijing to launch the Discover UK Scotland season organised by British Council China. Promotional materials are being developed for the China market. Chinese nationals now form the largest body of international students in Scotland. Currently there are over 4,800 Chinese students already in Scotland and this figure is set to grow.

Poland

Extensive activity has been undertaken in Poland to attract skilled workers to Scotland. Work to date has included participation at job fairs, press briefingsand media trips to Scotland. In June 2006 the Minister for Finance and Public Service Reform launched a Welcome Guide containing information about living and working in Scotland for Polish people.

A Polish language section www.szkocja.euwas added to www.scotlandistheplace.comand a comprehensive marketing and communications campaign has been rolled out to promote the Welcome Guide. As a direct result of this activity there have been 15 pieces of coverage in Polish media including 2 radio broadcasts. Since the launch the daily number of visitors to www.scotlandistheplace.com has almost doubled and there have been 3,391 visitors to the www.szkocja.eu section of the site.

Scotland's brochure has been translated into a number of languages.

We will re-energise our international networks.

Re-energise the networks

It is estimated that over 45 million people claim Scottish ancestry and there are Alumni from Scottish universities in every corner of the globe. There are many more people with an affinity and love of Scotland. These people can exert a tremendous influence upon their business contacts, friends and family to further Scottish interests. It is therefore critical that we keep them informed about life in modern Scotland if we are to help them be champions for Scotland in their part of the world - or even persuade some of them to return. We have undertaken a number of activities to mobilise the enthusiasm of our international networks and create more champions for Scotland around the world.

We have expanded the remit of the Global Friends of Scotland team to incorporate activities to engage with, and mobilise, Scotland's Diaspora and Alumni around the world. The team works closely with the GlobalScot network to ensure that our efforts have the greatest impact.

Key highlights

• The First Minister launched the ScottishExecutive's Diaspora Strategy during his visit to Canada in October 2005.
• In March 2006 the First Minister launched a new e-magazine for ourDiaspora and Alumni "Scotland Now" at a literary event in Melbourne, Australia. Thousands of visitors have gone online to read the magazine since the launch.
• A further three Diaspora events, two in British Columbia, Canada, and one in Melbourne, Australia, will help to maintain momentum following the First Minister's visits in autumn 2005 and spring 2006.

Foreign and Commonwealth Offices ( FCO) and the British Council

We are also making good use of the goodwill and expertise within our existing networks - such as the British Council and Foreign & Commonwealth Offices -to ensure that coverage about Scotland issecured in as many countries as possible. Such has been the interest in some of Scotland's policies and activities that70,000 brochures on Fresh Talent alone have been distributed through FCO and British Council channels worldwide.

We will make the most of Scotland's Calendar to promote Scotland overseas.

Initially we will focus on St Andrews Day, Hogmanay and Burns Night. Days that are already celebrated across the world.

Scotland's Calendar

Across the world people celebrate their connections with Scotland. Caledonian and St Andrew's Societies hold celebrations around key Scottish dates such as St Andrew's night and Burns Night. We have put in place a number of actions to encourage more activity of this sort and to help support these organisations in their efforts.
The box contained background on St Andrews Day, Hogmanay and Burns Night, together with ideas on how to celebrate these dates, menus and quirky items such as blue and white face paint, Saltire bunting and Saltire cocktail sticks.

In 2005 we developed a new concept 'Scotland in a Box' to showcase contemporary Scotland. The boxes contain facts, figures and features about key dates and people - such as Burns and St Andrew's Day - along with items such as Saltire flags, bunting and face painting kits for children.

Key highlights The 'Scotland in a Box' was requested by 59 FCO posts for St Andrews Day in 2005.

• 30 embassies and consulates requested information to support Burns Night events around the world.
• A special version of 'Scotland in a Box' was sent to 100 members of the international media to stimulate their interest in Scotland to coincide with St Andrew's Day 2005.
• For the first time a One Scotland Ceilidh was held in Edinburgh on St Andrew's Day 2005. We invited 14 members of the international press to attend and secured significant coverage overseas.

We will compliment our concerted international PR campaign with improving first impressions at home.

Promoting Modern Scotland

It is vital that we extend a warm welcome to all visitors arriving in Scotland and that they have a great experience whilst in our country. First impressions matter and so we have undertaken a campaign to promote Scotland at our main airports and railway stations. The welcome message and adverts to promote Scotland were put in place for summer 2005 in time for the G8 summit and the tourist season at Scotland's key airports and railway stations.

These posters reached over 18 million people who use Scotland's airports each year and include 6.3 million who arrive on international flights.

(Source JC Decaux poster contractors 2005)

Key highlights Advertising is now in place at airports in Aberdeen, Dundee, Edinburgh, Glasgow, Inverness and Prestwick, as well as at Edinburgh Waverley and Glasgow Central railway stations.

• An evaluation in March 2006 highlighted that the campaign is having the desired effect of generating a 'sense of Scotland'.
• Work is underway to increase the welcome at other main entry points to Scotland, such as roads, and this will be reported upon separately.

We will make greater use of Scotland's flag.

The Saltire flag is held in high regard by Scots and is core to the work to strengthen Scotland's International Image. One of our aims is to increase recognition of the Saltire around the world and for people to associate the Saltire with a dynamic Scotland - proud of its past and ambitious for the future.

Key highlights

• As part of the campaign to increase recognition of the Saltire, we have used our flag as an integral component of our marketing efforts at key events, festivals and sporting fixtures. Over 17,000 Saltire flags have been sent out to events in Scotland and overseas since July 2005. 1,000 flags were sent out with Scotland's Commonwealth Games team and 5,000 flags were distributed to enthusiastic participants at the Live 8 concert.

Evaluation

Highlights and images As the initiative progresses evaluation will be undertaken on the various strands of activity. Procedures are in place to measure the impact and return on investment of international media coverage as a result of media trips to Scotland and proactive media activity in target markets. As previously mentioned baseline research has been undertaken for the point of entry campaign and work will be undertaken in some international markets to form baseline measures for future activity. This report highlights the many strands of activity within this initiative. Each activity undergoes ongoing evaluation.

Appendix 1: Since July 2004 materials promoting modernScotland have been distributed to the following countries

Amman
Australia
Belgium
Brunei
Bulgaria
Canada
China
Costa Rica
Croatia
Czech Republic
Denmark
Dubai
Ecuador
Estonia
France
Georgia
Germany
Greece
Indonesia
India
Italy
Jamaica
Japan
Kuwait
Latvia
Lithuania
Malawi
Mexico
Moldova
Mongolia
New Zealand
Nigeria
Panama
Peru
Russia
Rwanda
Saudi Arabia
Serbia
Seychelles
Slovakia
Spain
Sri Lanka
Tajikistan
The Gambia
Tunisia
Turkey
United States of America
Zambia
Zimbabwe

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