Scotland’s national tourism bureau VisitScotland will officially launch its new brand campaign, Spirit of Scotland, to the global events industry at IMEX Frankfurt next month (19-21 April).
The new destination brand has been designed to evoke the emotion, spirit and mystic qualities of Scotland and seven ‘Spirits of Scotland’ have been picked out for the campaign: warmth, guts, soul, spark, determination, humour and fun.
VisitScotland is taking 16 stand partners to support the campaign, which will be unveiled on stand F350 at 16.00 on 19 May, the first day of the show at Messe Frankfurt.
The VisitScotland team will also be encouraging visitors to engage with the campaign via social media using #ScotSpirit.
The team will host ScotLunch on day one, for association buyers and also entertain IMEX’s ‘Future Leaders’ on stand on day three, as part of the show’s educational programme.
Following IMEX, VisitScotland will be partnering with The International Special Events Society and the IMEX Group to host the inaugural Global Event Summit. This will involve a number of senior event professionals from North America and Europe being invited to Edinburgh for three days of debate on topics including; The Uber Economy, The Science of Events, The Cultural Revolution and The Risk Factor.
Neil Brownlee, head of business events at VisitScotland, said: “IMEX will be a great platform for us to communicate the Spirit of Scotland to the global events industry, through the campaign visuals and concepts but also by bringing it to life through our on-stand hospitality and for those joining us back in Scotland for the Global Event Summit.”
During the Global Events Summit, delegates will visit Scotland’s historic capital Edinburgh, staying at the five-star Gleneagles Hotel & Resort as well as enjoy dinner on board the Royal Yacht Britannia.