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Scotland summons its legends to highlight power of meetings

Convention bureaux join forces in two-year digital campaign to showcase innovation

Pictured: Edinburgh is one of Scotland's innovation hubs

Convention bureaux across Scotland are launching a joint campaign to showcase the country’s intellectual and pioneering credentials in a bid to attract more international meetings.

The two-year project – which will run under the banner ‘Scotland. Where ideas become legend’ is being marshalled by VisitScotland Business Events and starts early next month (Nov).

The online campaign will highlight 12 of Scotland’s areas of innovation – from the life sciences to food and drink –with each bureau pushing their expertise using hashtag #ideasbecomelegend.

Rory Archibald, Business Development Manager for VisitScotland Business Events, said it was the first time destinations had pulled together like this to promote Scotland as a conference destination

“The response we have had from the different convention bureaux has been fantastic, they have really grasped the importance of the Team Scotland approach,” he said.

“How they choose to use this platform is up to them, but I know they have been reaching out to their ambassadors,  preparing short videos, testimonials, case-studies.”

He added: “It was important that we came up with a concept that everybody could get on board with, without them having to invest thousands of pounds to take part.”

Transforming how Scotland is promoted as a world-leading conferencing destination, the campaign will highlight Scotland’s ‘academic credentials, pioneering spirit and history of innovation’.

The campaign also aims to underline the power of conferences and meetings in bringing together like-minded people to build networks, grow knowledge and encourage collaboration.

Dr Alastair McInroy, Senior Programme Manager for Technology Scotland, said: “Business Events are instrumental to the development of new ideas – they provide opportunity for collaboration and discussion, which in turn lead to new ideas and ways of working. They are crucial in Scotland remaining at the forefront of innovation and a leader in its field for sectors such as technology.”

Archibald added: “Pioneering innovation is in Scotland’s soul. We have a legacy of invention, research and knowledge that continues to this day and is being secured for the future. From the unique study of dark skies in Dumfries & Galloway to world-renowned oceanic research in the Highlands & Islands, Scotland is home to leading pioneers from industries as diverse as engineering and robotics to computer gaming and medicine which are the exact stories the campaign will highlight to the world. Quite simply, Scotland is a place where ideas come to life. Ideas enable change, events create ideas and Scotland is a place where ideas become legend.”

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