A DIGITAL campaign is being launched today to encourage global companies, charities and other organisations to use Scotland for their “eureka” moments.
The Legends campaign aims to build on the country’s reputation as a nation of innovators in a bid to grow the multi-million pound business events sector.
It will create a unified voice to build on the work of the country’s convention bureaux which secured more than £295m worth of events in 2016.
The bureaux in Glasgow, Aberdeen, Edinburgh and Dundee have been brought together by tourism agency, VisitScotland, for the launch of the global campaign which is the first of its kind.
Legends will reference some of the country’s greatest innovations from penicillin to Dolly the sheep and television to Grand Theft Auto.
“Scotland has always been one of the most innovative countries in the world and we are still world-leaders in many areas of technology including renewable energy, life sciences, photonics and the digital economy,” said Stephen Taylor, chief executive of Technology Scotland, the representative body for emerging and enabling technology organisations in Scotland.
“It’s important that Scotland retains its international profile and by being able to attract large international conventions we encourage inward investment, creating jobs, prosperity and economic growth. It’s critical for Scotland’s future that it continues to be an inventor and producer of innovations that shape the world.”
As well as delivering economic benefit, it is believed that hosting association conferences, conventions and congresses provides a platform for new ideas and innovative thinking, paving the way for collaborations, research and new discoveries.
The two-year campaign, using the hashtag #ideasbecomelegend, will target the associations and wider meetings, incentives, conferences and exhibitions market by focusing on a specific theme every two months, sharing original content, including blogs and video podcasts from leaders in their field.
The campaign is aimed at giving every city, region and business an opportunity to engage and spread the message of Scotland’s strengths to the world. The city convention bureaux and regions will contribute each week to promote their own unique messaging around the specified theme.
The first theme, technology, is being launched today with blogs and video podcasts by tech leaders ScotlandIS, the Scottish Association for Marine Science and pureLiFi to be released throughout the week.
The remaining themes are education, creative, energy, life science, engineering, marine, surgery and medicine, digital, space, health, food and drink.
Life sciences, energy, creative industries and food and drink have all been identified by the Scottish Government as growth sectors. According to the latest national figures, life sciences currently turns over £4.3bn a year, with energy at £45.7bn, creative industries at £7.1bn and food and drink at £13.5bn.
“Scotland has a legacy of invention, research and innovation,” said Rory Archibald, development manager for VisitScotland business events. “It continues to this day and business events play their part in securing this legacy for the future. The premise is simple — events create ideas and ideas create change globally. We know that Scotland is the perfect stage for these events and as history shows, the place where ideas really do become legends.”
“Working with partners under one campaign will provide a strong platform for the industry and demonstrate the importance of business events to innovation, research and Scottish tourism.”
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