VisitScotland Business Events will be launching its new industry-first digital campaign to the European business events market at ibtm world, which opens in Barcelona, 28 November.
‘Scotland. Where ideas become legend’ will highlight reasons why event organisers should view Scotland as a choice for meetings, emphasising its academic credentials, pioneering spirit and history of innovation.
The campaign will underline the power of conferences and meetings to bring together like-minded people to build networks, grow knowledge and encourage collaboration. The campaign will assert that innovation and invention are the tangible results from business events.
Focussing firstly on Scotland’s long association with the technology sector, ‘Legends’ showcases Scotland’s deep connections with a wide variety of growth sectors by creating and sharing new and original content online from experts, influencers and industry leaders from across the country.
The campaign will be promoted through the Twitter hashtag #ideasbecomelegend.
Rory Archibald, business development manager for VisitScotland Business Events said: “Pioneering innovation is in Scotland’s soul and we’re looking forward to showcasing this at ibtm world. We have a legacy of invention, research and knowledge that continues to this day and is being secured for the future… Quite simply, Scotland is a place where ideas come to life. Ideas enable change, events create ideas and Scotland is a place where ideas become legend.”
Stephen Taylor, CEO of Technology Scotland, the national industry body for emerging and enabling technologies added: “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, photonics, life sciences and the digital economy. It’s important that Scotland retains its international profile and is able to attract large international conventions to encourage inward investment, creating jobs, prosperity and economic growth. It’s rare in the modern world that an idea can develop by a single entity from a single country so international collaboration and creating connections is essential and large conventions help to keep Scotland’s profile high. It’s critical for Scotland’s future that it continues to be an inventor and producer of innovations that shape the world.”
Scotland’s major cities and regions are getting behind the campaign and will be providing content for the digital platform at www.scotland.org/legends, creating a resource for meeting planners and strategists.