The latest phase of the international Scotland is Now marketing campaign, launched on the day the UK was originally due to leave the EU, states: “Scotland has a message for you Europe, from the bottom of our hearts, Scotland is open to you.”
It adds: “Europe, let’s continue our love affair.”
The drive focuses on France, Germany and Spain, due to concerns Brexit may be discouraging investment in and tourism to Scotland from these countries.
The £2.1 million Visit Scotland and Scottish Enterprise funded advertising campaign is now live online in locations including Munich and Paris airports and in major international newspapers such as France’s Le Monde, the Spanish El Pais, and Germany’s Der Spiegel.
First Minister Nicola Sturgeon said: “In the face of uncertainty over the UK’s plans to leave the EU this campaign sends a strong message that Scotland continues to be a welcoming and outward-looking country that will always be open for business.
“We cannot sit back and allow Brexit to damage investment and tourism.
“It is right that we promote Scotland across Europe and there is no better time to remind our European neighbours of our values, our talents, and our friendship than right now.”
Director of Brand Scotland, Cat Leaver, said: “This latest phase of the campaign recognises that as Brexit uncertainty continues, Scotland’s love affair with Europe absolutely endures.
“Competition is increasing and uncertainty prevailing, so it is more important than ever that we continue to attract students to our universities, visitors to our shores, talent to our labour market and investment in to our business environment.”
The first phase of the campaign, which involves VisitScotland, Scottish Enterprise, Highlands and Islands Enterprise, Scottish Government and Universities Scotland, was launched in April 2018.