Professor Sir Jim McDonald has welcomed a new marketing campaign to promote Scotland on the world stage.
The ‘Scotland is Now campaign’ launched simultaneously in North America, London and China, highlights Scotland’s opportunities as a place to live, work, study, invest in and visit.
The campaign has brought together the Scottish Government, VisitScotland, Scottish Development International and Universities Scotland for the first time under a unified brand with combined spending of £6 million.
Professor Sir Jim McDonald, Principal and Vice-Chancellor of the University of Strathclyde, said: "‘Scotland is Now’ is a vibrant and modern way to demonstrate all that the country has to offer.
“Our university sector is one of the very best in the world and each year we generate thousands of work-ready graduates, discover new knowledge, produce new research and create innovative developments which help society to tackle its biggest issues.
‘Scotland is Now’ will tell the world about our country’s many strengths and the University of Strathclyde is proud to be part of that story."
‘Scotland is Now’ builds on the nation’s acknowledged strengths as a land of history, breath-taking scenery and warm welcomes, but shines a light on lesser-known qualities: a pioneering, dynamic and progressive nation taking the lead on key global challenges.
First Minister Nicola Sturgeon, who unveiled the campaign in China, said: "The message at the heart of ‘Scotland is Now’ is of a bold and positive country offering the warmest of welcomes, rich in history and heritage and with a progressive, pioneering and inclusive approach to our future.
"The campaign will inspire people to be part of Scotland’s future and tell Scotland’s story through those who know it best – people who have embraced living, working, studying, visiting and investing here."
The campaign includes a core Scotland film alongside a number of ‘people’ films which offer a personal perspective from those who call Scotland home.
The campaign brings together public sector partners with key business interests and will be a vehicle to support export growth in the private sector.