VisitScotland will officially launch its new brand campaign; Spirit of Scotland to the global events industry when it appears at IMEX Frankfurt next month (19-21st April) stand F350. The campaign has been created to drive sustainable economic growth across both the business and leisure tourism sectors.
The new destination brand has been designed to evoke the emotion, spirit and mystic qualities of Scotland and to celebrate the country’s rich natural resources and proud heritage. It identifies ‘Seven Spirits of Scotland’ – warmth, guts, soul, spark, determination, humour and fun – that are experienced by all who visit and encourages people worldwide to engage online with it.
VisitScotland will be attending IMEX alongside its 16 stand partners, all supporting the campaign including; Aberdeen Exhibition & Conference Centre (AECC), Cashel Travel DMC, Convention Edinburgh, Edinburgh International Conference Centre (EICC), Glasgow City Marketing Bureau, GOSFORD House, K&N Travel Associates Ltd, Macdonald Hotels, Scotland Advisor (Der SchottlandBerater), Scottish Exhibition + Conference Centre (SECC), Spectra in Scotland, Starwood Scotland, The Gleneagles Hotel, The Golden Jubilee Conference Hotel, Visit Inverness Loch Ness and VisitAberdeen.
An official briefing will be held on day one of IMEX (Tuesday 19 May) at 16.00 to unveil the campaign, as well as to update press and visitors on all of the major new developments from across the country. As digital marketing will be a core part of Spirit of Scotland, the team will also be encouraging visitors to engage with the new campaign via social media using #ScotSpirit.
The team at VisitScotland will further demonstrate its unique spirit by hosting ScotLunch on day one – a lunch and reception exclusively aimed at association buyers, to highlight its credentials in hosting world class international conferences, plus they will be once again entertaining IMEX’s ‘Future Leaders’ at the stand on day three, as part of the show’s educational programme.
Following on from IMEX, VisitScotland will be partnering with The International Special Events Society and the IMEX Group to host the inaugural Global Event Summit. Here a number of senior event professionals from North America and Europe will travel to Edinburgh for three days of high-level debate on topics including; The Uber Economy, The Science of Events, The Cultural Revolution and The Risk Factor.
Neil Brownlee, Head of Business Events at VisitScotland explained; “IMEX will be a great platform for us to communicate the Spirit of Scotland to the global events industry, through the campaign visuals and concepts but also by bringing it to life through our on-stand hospitality and for those joining us back in Scotland for the Global Event Summit.”
During the Global Events Summit, delegates will visit Scotland’s historic capital Edinburgh, staying at the world famous 5 star Gleneagles Hotel & Resort as well as enjoy dinner and further debate onboard the Royal Yacht Britannia, formerly the private yacht of HRH Queen Elizabeth II.