A £6 MILLION campaign has been launched to showcase Scotland’s assets to a global audience and inspire people to be part of its future.

The Scotland Is Now campaign is designed to put the country at the top of everyone’s list of places to live, work, study, invest and visit.

It is hoped attracting more migrant talent, international students, expanding overseas businesses and high-spend tourists will grow Scotland’s economy and its reputation as an open, diverse and welcoming country.

The campaign sees the Scottish Government, VisitScotland, Scottish Development International and Universities Scotland join forces for the first time to promote Scotland under a single unified national brand, bringing together combined spending of up to £6 million.

It is launching simultaneously in North America, London and China, where it was unveiled by First Minister Nicola Sturgeon during her five-day visit to the country.

She 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 that offer a personal perspective.