Research commissioned to inform the Scotland is Now advertising campaign: FOI release

Information request and response under the Freedom of Information (Scotland) Act 2002.

FOI reference: FOI/18/01920  
Date received: 16 July 2018   
Date responded: 14 August 2018
Information requested
Copies of findings of all research commissioned to inform the design of the Scotland Is Now advertising campaign.
This should include, for example, any findings, research or reports from polling companies, research provided by external or external agencies, or views of experts about effective messaging around what is most likely to attract tourism etc.
It should also include any discussion, analysis or research on whether presenting Scotland as a 'progressive' country (i.e through emphasis on baby box, LGBT rights, etc) is an effective marketing strategy and the benefits or risks of such a strategy.

Scotland is Now is a collaborative effort between the Scottish Government, VisitScotland, Scottish Development International.
At the outset of this project, VisitScotland commissioned research to inform the strategic and creative development for Scotland is Now. The Scottish Government has access to two research reports which I have attached for your reference.
About FOI
The Scottish Government is committed to publishing all information released in response to Freedom of Information requests. View all FOI responses at FOI Responses
Attachment 1
Attachment 2


Please quote the FOI reference 
Central Enquiry Unit 
Email: CEU
Phone: 0300 244 4000 
The Scottish Government 
St Andrew's House 
Regent Road 
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