Scotland to shed 'tartan image' in tourism PR boost

The Scottish Executive has revealed a multi-million-pound

rebranding campaign to rid Scotland it of its 'shortbread and tartan

image'.



Millions of pounds of extra promotional spending have been pledged to

bolster the country's ailing tourism sector.



While no firm spending plans have yet been put in place, the work is

likely to fall broadly along the lines of the new strategy, unveiled at

a conference of tourism industry leaders in Edinburgh on Monday.



Less emphasis is to be placed on marketing geographical areas and

traditional images of Scotland, with promotional work falling into five

categories: 'freedom Scotland', outdoor activities, culture, business

tourism and city breaks.



Under the scheme, Edinburgh and Glasgow are to be marketed as 'city

break' destinations to rival Barcelona, Paris and Prague.



A spokesperson for VisitScotland, formerly known as The Scottish Tourist

Board, indicated extra funds would be made available for consumer and

media PR efforts.



Scotland's tourism industry supports 193,000 jobs, boosting the economy

by £2.5bn per year. But research by VisitScotland shows a ten per

cent year-on- year drop in visitors from 1997 to 2000, likely to be

exacerbated this year by the impact of foot-and-mouth and the 11

September atrocities.



Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home for the day after being told by the judge earlier this afternoon that he will now accept majority verdicts.

Labour "fooling themselves" over plans to combat attacks on Miliband

Labour "fooling themselves" over plans to combat attacks on Miliband

Conservative-leaning public affairs experts have questioned the value of Labour's adoption of US-style campaigning tactics in the wake of the opposition hiring election strategist David Axelrod.

PLMR appoints Professor Tim Morris as non-executive director

The vet who helped establish the British Horseracing Authority's anti-doping and animal welfare programme has joined PLMR as a non-executive director.