Chamber and committees

The Brand Scotland media spend can be found here Marketing spend - gov.scot

Effectiveness of Brand Scotland marketing is assessed throughout and at the conclusion of activity reviewing a combination of metrics and using an independent market research agency where relevant. Brand Scotland plays a key role in Scotland’s reputation and how it is perceived internationally which is critical to support Scotland’s economy. Since 2008, the Scottish Government has used the Anholt Nation Brands Index to assess and monitor how Scotland is perceived around the world. In 2024 Scotland had a score of 65.1 and rose one place in terms of its overall rank of 15th out of 50 nations indicating that Scotland’s reputation is strong and continues to grow. Full results can be found here The Anholt Nation Brands Index®: 2024 report for Scotland - gov.scot

Brand Scotland has been effective in reaching widespread international audiences e.g. in 2024-25 a BBC Worldwide media partnership that reached 29.5 million and organic social reached 23.5 million with total users of Scotland.org has growing from 1.39 million in 2023-24 to 1.89 million in 2024-25 and 89,249 total referrals to partners.

Brand tracking research by an independent market research agency in 2025 showed that 25% of people in the target markets of US, UK, France and Germany could recall Brand Scotland advertising. Amongst these campaign recognisers 88% claimed to have taken an action after seeing the campaign (e.g. 33% talking to friends and family, 33% researching visiting or going to Scotland on holiday and 28% talking to other people). The BBC’s in-house emotional engagement measurement tool found strong sentiment uplift after viewing of Brand Scotland films for 2024-25. 61% of viewers believed that ‘Scotland is a progressive nation’ after viewing the campaign, with a 45% uplift (compared to a control group of non-viewers of the campaign) in belief that ‘Scotland is innovative’.