Scottish Government
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Inspirational welcome to Scotland
Some of Scotland’s most inspirational and successful stars have come together to headline a new campaign that celebrates Scotland’s creativity and welcomes visitors to the country.
Michelin-starred chef Tom Kitchin, design duo and toast of London Fashion Week Bebaroque, multi-award winning architect Malcolm Fraser, cashmere entrepreneur Belinda Robertson, Sculptor in Ordinary to Her Majesty The Queen Alexander Stoddart and Scotland’s Makar Liz Lochhead – all front the new campaign launched today.
Part of the Year of Creative Scotland 2012, the campaign features posters of the Scottish stars with expressions of their creative inspirations at Scotland’s six main airports - Glasgow, Edinburgh, Prestwick, Dundee, Inverness and Aberdeen - to welcome people to Scotland. In addition to appearing in the welcome posters, the personalities also made short videos talking about what inspires them.
Launching the campaign with the Scottish personalities, Cabinet Secretary for Culture and External Affairs Fiona Hyslop said:
“Scotland is a creative and innovative nation that boasts an amazing array of talent - from award-winning directors and writers, to cutting-edge fashion designers, internationally renowned visual artists, chefs, musicians and architects.
“Starting today and in the Year of Creative Scotland, this campaign will give visitors a warm welcome to our country and encourage everyone from home and abroad to celebrate and take part in Scotland’s creative ingenuity, which is truly one of our nation’s most precious resources.
“As one of the first things that people will see upon arriving on Scottish soil, this series will highlight Scotland as a creatively dynamic country, with a world class cultural offering. I’d like to thank our creative Scots for giving their time to support this initiative.”
Gordon Robertson, Head of Communications at Edinburgh Airport, said:
“As Scotland’s busiest airport, we understand that first impressions for both tourists and Scots returning home count. These new images will reinforce to our passengers what a diverse, exciting and vibrant cultural offering Scotland presents which is one of the main reasons that people visit our country. They will be a lively visual enhancement at Edinburgh Airport.”
The new ads also allow people to engage with the Year of Creative Scotland through social media – by logging onto facebook.com/aboutscotland1 – where visitors and Scots alike can share what inspires them about Scotland.
Chloe Patience and Mhairi McNichol of BeBaroque said:
"It means a great deal for us to be appear in the Year of Creative Scotland 2012 campaign. We've had a lot of support from the Scottish Government in starting our business. As creative entrepreneurs whose fashion label was born here on Scottish soil, we know the importance of championing home-grown talent, both within Scotland soil but also abroad."
Alexander Stoddart said:
"It is very rare these days for any arts organisation or bureau to include in its reckoning an arch traditionalist. This move by Creative Scotland is absolutely unique in the Western world and I feel very, very encouraged that a dawn could be breaking for those artists who have kept with the grand traditions after the difficulties imposed upon them in the second half of the last century."
Kenneth Fowler, Director of Communications and External Relations, Creative Scotland:
"This campaign is a welcome, high profile addition to all of the work going on around the Year of Creative Scotland and complements the promotion that VisitScotland are doing nationally and internationally, as well as the work that we at Creative Scotland are doing with our home grown artists and audiences. It's also great to see well-known creative figures endorsing what is a pivotal year for arts and culture in Scotland."
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Over 20 million passengers travel through Scotland’s airports every year. This campaign is about ensuring that we make a good impression when people touch down on Scottish soil, especially international visitors. Displaying strong imagery to welcome passengers arriving in our airports plays a key role in building on the positive perceptions that people already have of Scotland and helps to promote our country as a great place to live, work, do business with and invest in.
The Year of Creative Scotland began on January 1, 2012 and will spotlight and celebrate Scotland’s cultural and creative strengths on a world stage. Through a dynamic and exciting year-long programme of activity celebrating our world-class events, festivals, culture and heritage, the year puts Scotland’s culture and creativity in the international spotlight with a focus on cultural tourism and developing the events industry and creative sector in Scotland.
The Year of Creative Scotland is a Scottish Government initiative led in partnership by EventScotland, VisitScotland, Creative Scotland and VOCAL.
