New Campaign Highlights Scotland as Global Meeting and Event Destination

December 6, 2017

VisitScotland Business Events has launched a first-of-its-kind digital campaign to promote the entire country to the meetings and events industry.

“Scotland. Where Ideas Become Legend” highlights the myriad, diverse reasons why event organizers should consider Scotland as a destination, including academic credentials, history of innovation and pioneering spirit.

The campaign began in early November and will continue throughout a two-year time period, with fresh content rolled out that will showcase various event industry segments, innovation and invention. New content from experts, influencers and industry leaders throughout Scotland will be created and shared online.

“This is the first time VisitScotland has embarked on a campaign for the MICE industry and we believe this is the first time that any destination has really embarked on this kind of all-encompassing digital focused campaign that is just within the MICE market,” explained Richard Knight, director of marketing for the Americas, VisitScotland Business Events.

He added, “We’re very excited to be embarking on this 24-month journey. We’re a country of many destinations and this campaign makes us stronger together.” 

With more than 5,000 years of history, Scotland offers a plethora of unique meeting venues such as 800 castles and other historic buildings alongside technologically advanced new convention centers and five star hotels.

Even the country’s largest cities including Edinburgh, Glasgow and Dundee are easy to navigate and compared to most North American cities are very walkable. Knight said it would not be out of the question for the airport transfers to only take 20 minutes.

VisitScotland Business Events is able to provide impartial advice, recommendations and assistance free of charge. Its charter is to bring conferences, conventions and incentive programs from across all sectors to the country.

Knight explained the value-add that the organization brings to the corporate market as the ability to make it easy for meeting planners and agencies and associations to deliver experiences that delegates can’t get anywhere else, as well as those that individual travelers wouldn’t be able to organize for themselves.

“It’s about empowering and assistance,” Knight said. “We are only a phone call or email away.”

He continued, “We can provide you with the most up-to-date information on new and interesting venues, activities and offerings to allow you to continue wowing your clients.”

Known for its history in education and medical advancements, the country hosts a large number of medical, pharmaceutical and academic events.

Scotland is also, of course, known for golf and whisky and boasts 125 whisky distilleries. Many of these are equipped to host small corporate gatherings and event organizers can often arrange for guests to blend their own whiskies to take home as one-of-a-kind corporate gifts.

In the last 18 months, 90,000 new seats have been added on flights directly into Scotland on major airlines, making it easy for groups to get to their Scottish destinations.  

“Scotland provides a culturally enriching environment for creating unique memories and inspiring activities to motivate delegates and generate the right environment for forward-thinking and development,” Knight said.

He added, “It’s for all of these reasons that we launched the Legends campaign. It’s about why Scotland (and) what it’s great for.”

The Where Ideas Become Legend campaign uses the Twitter hashtag #ideasbecomelegend, and you can follow VisitScotland Business Events on Twitter at @VisitScotBTU. To learn more, go HERE.


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Partner Voices

From apps to chatbots to completely redesigned meeting spaces, technology is revolutionizing how events are planned, executed and experienced. It’s now at the core of most successful events and, ultimately, is instrumental in helping attendees forge meaningful connections and gain insight. The opportunities to create truly impactful experiences will only increase with the rise of “all-in-one” tech tools and the introduction of 5G internet.