When it comes to
clever marketing campaigns, the Scots have well and truly nailed it.
The country's most recent
campaign for St Andrew's day last month was one of the most ingenious I've come
across, having discovered it this week at the Business Tourism Scotland
advert follows a group of Scots who traipse around Europe to find 20
unsuspecting Andrews. The targets, who were discovered in places like shopping
malls or restaurants, were then invited back to Scotland where they were
celebrated in the lead up to the national holiday. The group of Andrews spend
their visit attempting some very Scottish games and dances, wearing traditional Scottish attire and generally having the time of their lives.
VisitScotland's television advert - two minutes of pure goosebumps - which draws on
Scotland's heritage, its stunning natural beauty and above all, it's people, to
entice international visitors. I was seriously impressed to learn the bureau
even had the Royal Scottish National Orchestra compose and perform an original
track for the advert.
Then there is also
the ongoing #ScotSpirit campaign, which has been used 223,000 times over social
media and already generated a huge £521 million in potential business. And let's not forget
VisitScotland's new national ambassador network Innovate the Nation, which will be rolled out in film and robotics next year.
perfectly capture the spirit of Scotland in a way that, even for an Aussie with
no apparent ties to the country, can bring a lump to the throat.
The two television
adverts don't need any spoken narratives - instead it lets the powerful imagery
of landscape shots and the smiling, friendly people speak for itself.
The welcoming Scot
attitude is also the driver behind Glasgow City Marketing Bureau's main
campaign, People Make Glasgow, which is embodied in every Glaswegian you bump
into in the street (if you can get past the thick accent).
While elements such
as hotel stock and access are well and truly important for conferences, I can't
help but feel that exceptional and friendly - service is far