Entered by Brand Scotland

Research showed that Scotland ranked as low as 15th as a European tourist destination for Americans – with little known outside of castles and whisky – and that American investors had sparse knowledge of Scotland as a cutting-edge country for inward investment. The Brand Scotland team knew that change was necessary. A strong place identity for Scotland is at the heart of them achieving the economic and political objectives to grow trade, secure FDI, welcome international students, increase the value derived from tourism and attract and retain talent.