Brand Scotland should present a country proud of its heritage but looking to future
There is no denying that this is a big year for Scotland in America, and we must take full advantage
Sitting in the Algonquin hotel on New York City’s iconic 44th street to the sound of the numerous pipe and drum bands that have descended from all parts of the world to take part in this year’s New York National Tartan Day Parade, you can’t help but feel part of the brand Scotland story and a sense of pride that comes from being proud to be Scottish on the international stage.
Scotland is very much on display in New York this Tartan Week, with a clear message that Scotland is a place to visit, live, study and invest in. It’s also great to see that there is also a real interest in what is Scotland about with many people saying that they plan to book a vacation and check us out.
Our very own Steve Clarke, Scotland’s football manager took part in this year’s Tartan Day parade to chants of ‘Stevie, Stevie, Stevie’; Walker’s biscuits USA CEO spoke about the strong relationship between Scotland and New York that underpins the core values of the Walkers brand; and Alison Johnstone, presiding officer was over to represent the Scottish Parliament.
There is no denying that this is a big year for Scotland in America, what with the World Cup taking place in just over two months’ time and starting in Boston, Tartan Week was the embodiment of what it means to be Scottish – aspirational, confident, outward looking and determined. The atmosphere was electric, it was like waiting for a headline band getting ready to enter the stage.
This year’s grand marshal was Scottish actor and star of the hit TV show Outlander, Sam Heughan who was previously grand marshal in 2016.
Wearing 7.5 meters of Harris Tweed, fully stitched with a Galloway fringe and hailing originally from New Galloway in Dumfriesshire, it’s clear that Heughan is proud of his South of Scotland roots. He may be grand marshal just for one day, but he really is a champion for all Scotland. Energetic and outgoing his passion for Scotland was on full display as he played to the thousands of people who took part in the parade on 6th Avenue and those that lined the streets to watch.
An advocate for Scotland, Heughan has previously spoken about how politicians need to do more to promote the South of Scotland and with the impending Scottish Parliament election I asked him what he thinks politicians should do to promote the area.
“ Everyone knows about the Isle of Skye, and that’s great, but we need to do more to tell the South of Scotland story, we have so much going on and happening there I feel that it is often overlooked but it is definitely something we should be doing.”
I wholeheartedly agree with Sam, and it comes as no surprise that he is happy to talk up the South of Scotland, his home and home of his Sassenach distillery based in Dumfriesshire. To make sure we promote the whole of Scotland, we need a positive story, that blend of traditional Scotland alongside a twist of modernity.
Brand Scotland should present Scotland a country proud of its heritage, customs and traditions, but one that also embraces the future, just like the Tartan Day parade.
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