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Scotland
Legendary times ahead
Neil Brownlee, head of business events at VisitScotland, talks about
how Scotland is kicking on with a new focus on innovation
t goes without saying that
Scotland’s brand is now
well and truly established
on the international
business events scene.
Whether it’s meetings,
incentive travel, conferences
or events, Scotland has
natural resources to die for
and a tremendous appeal for
event organisers throughout
the world.
As we all know, Scotland is
the home of whisky and golf,
boasts folklore and traditions
honed over many hundreds of
years and exudes a natural
warmth of welcome and
hospitality that brings people
back time and time again.
Combine these elements with
iconic, world-recognised
venues and highly
experienced events teams
throughout the country and
Scotland has considerable
assets to match any business
events destination.
Throughout 2017, Scotland’s
Year of History, Heritage and
Archaeology has shone a light
on how Scottish venues and
suppliers harness our rich
traditions, culture, tangible
and intangible heritage to
create unforgettable
bucket-list activities for
delegates.
But like all great brands,
Scotland continually needs to
build, change and evolve its
offering.
That’s why Visit Scotland
Business Events has made a
conscious decision to focus
increasingly on the country’s
reputation for innovation and
academic excellence, as well
as its more traditional
appealing characteristics.
An understated but
long-established brand value
has now become a more
upfront message and a
proactively managed digital
campaign under the idea that
Scotland has long been – and
continues to be – a place
where ideas become
legendary. Using the hashtag
#ideasbecomelegend, the
campaign has also unified the
country’s business events
offering, providing a platform
for partners throughout the
length and breadth of
Scotland to make the case for
highlighting their connections
to industries with a business
events pedigree.
It’s also an opportunity for
the business events industry
in Scotland to support and
engage with wider efforts to
promote key Scottish
industrial sectors such as
technology, life sciences
and energy, and demonstrate
joined up thinking in
www.conference-news.co.uk
the process.
The platform for the
campaign recognises our
digital future as well as the
increasing pressures on
ever-hard-pressed event
organisers. The campaign will
be run entirely online using
digital, video content and
social media, delivered in a
succinct, engaging and
accessible format. I believe
we are building an incredible
resource of knowledge and
connections that will be of
huge benefit to event planners
throughout the world.
I’m convinced we now have
a world-beating combination
that will see Scotland hold its
own against global
competition. A country which
is the birthplace of
world-changing ideas
combined with must-see
heritage, tradition,
landscapes and hospitality.
I see only exciting times
ahead.
Neil Brownlee – head of
business events, Visit
Scotland