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A Copywriter’s Blog

After a quarter million dollars and 6 months, Scotland unveiled a new slogan: (the faint of heart may want to sit down for this one)

“Welcome to Scotland.”

More than most people, I understand how hard it can be to sum up the entirety of a product, service, or (in this case) country in a few simple words. Still, this is just amazing. I wish I’d been there to see the final pitch. I imagine it went something like this-

”Ladies and gentlemen, we feel this tagline communicates every nuance of the tourism board’s noble task. It successfully lets the world know that they are welcome. In Scotland. Also, I got the copy off my doormat.”

If you say the above in a Scottish accent, it’s twice as funny.

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