Warc index
 

In 2001, reeling from the drastic effects of foot-and-mouth and 9/11 on Scottish tourism, the newly created VisitScotland (ex Scottish Tourist Board) embarked on an extensive brand-building and segmen ...

The role of advertising was to project Scotland 'the brand' in the most favourable and motivating light, and to create goodwill and commitment to the country. The campaign achieved, against all expec ...