VisitScotland Business Events will be showcasing its new ‘industry-first’ digital campaign to the European business events market at this year’s ibtm world MICE trade show in Barcelona, which begins next Tuesday.

“Scotland. Where ideas become legend” will highlight the reasons why event organisers should view Scotland as the perfect choice for meetings – its ‘stellar academic credentials, pioneering spirit and history of innovation’.

The campaign – which was officially unveiled on November 6 at the Edinburgh International Conference Centre (EICC) –  will underline the power of conferences and meetings to bring together like-minded people to build networks, grow knowledge and encourage collaboration.

Events create ideas that have the potential to change the world and the campaign will assert that innovation and invention are the tangible results from business events.

Focusing 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. From the unique study of Dark Skies in Dumfries & Galloway to world-renowned Oceanic research in the Highlands & Islands, Scotland is home to leading pioneers from industries as diverse as Engineering and Robotics to Computer Gaming and Medicine. 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 said: “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 united behind the campaign and will be providing content for the digital platform at www.scotland.org/legends , creating an in-depth resource for meeting planners and strategists. Many Scottish partners are supporting the campaign launch at ibtm including Convention Edinburgh, Glasgow Convention Bureau and Visit Aberdeenshire who are exhibiting at the show.

Other stand partners at Stand F20 include: Aberdeen Exhibition & Conference Centre; Cameron House; Edinburgh International Conference Centre; Experience Scotland; Fairmont St Andrews; Gosford House; Macdonald Hotels & Resorts; Scottish Event Campus (SEC); Spectra; The Balmoral; and The Gleneagles Hotel.

VisitScotland Business Events will also be hosting a number of destination presentations on the stand for attendees looking to gain an overview of Scotland as a business events destination.