A NEW campaign encouraging people to visit, live, work and study in Scotland has been launched to a global audience.

Scotland Is Now promotes the pioneering and progressive attitude of the country and its people, in addition to the traditional material of our beautiful natural landscape.

It was launched simultaneously in North America, London and China.

First Minister Nicola Sturgeon, who unveiled the campaign in China, said: "The message at the heart of Scotland Is Now is of a bold and positive country offering the warmest of welcomes, rich in history and heritage and with a progressive, pioneering and inclusive approach to our future.

"The campaign will inspire people to be part of Scotland’s future and tell Scotland’s story through those who know it best – people who have embraced living, working, studying, visiting and investing here."

And the new video has been going down well with Scots on social media.

The Scotland is Now campaign sees the Scottish Government, VisitScotland, Scottish Development International and Universities Scotland join forces under a unified national brand, bringing together combined spending of up to £6 million to promote Scotland globally.

Marc Crothall, chief executive of the Scottish Tourism Alliance, said: "The launch of Scotland Is Now marks the beginning of a hugely exciting time for Scotland’s tourism industry and indeed all sectors across Scotland. Tourism has been acknowledged as being one of Scotland’s most important industries; it touches every business and sector and fuels all parts of our economy.

"I would encourage all tourism businesses to get on board, raise your business profile within the visitor market and help to make Scotland the number one global destination to visit."

Martin Gilbert and Keith Skeoch, chief executives of Standard Life Aberdeen, said: "Standard Life Aberdeen is a global company proud to have our headquarters and majority of operations in Scotland.

"We are therefore delighted to support Scotland Is Now, an ambitious campaign that aims to remind the world what many of our colleagues based here already know – that Scotland is great place to live, work, invest and visit."