VisitScotland turns Boston into tartan tourism showcase

Carat has outlined the strategy behind a VisitScotland tourism campaign tied to Scotland's return to a major international football tournament. The campaign focused on Boston, where Scotland played two matches.

Using out-of-home advertising, social media, radio and in-person activations, the media agency aimed to turn the city into a showcase for Scottish culture and tourism. Targeting North American travellers, the work sought to capitalise on attention around the men's national team's first qualification for the tournament in 28 years.

At the centre of the campaign was a fleet of 11 taxis wrapped in tartan and branded with the names of 11 current Scotland squad members. The lead vehicle also carried a 3D football installation, and the convoy travelled through key parts of Boston over nine days.

According to Carat, the taxi element generated 7.2 million impressions during that period. The wider out-of-home campaign included digital panels in busy transit locations and tartan-themed advertising on buses across Boston's transport network.

The activity extended beyond street advertising. A partnership with Boston radio station Mix 104.1 added an audio element, while a paid social campaign on Meta platforms recorded 250,000 ThruPlays, according to the agency.

Built around the line "Next Stop Scotland?", the campaign linked the marketing push to direct air connections between Boston and Scotland. VisitScotland said the objective was not only to raise awareness but also to encourage travel bookings through local travel partners.

Tourism push

The work reflects a broader effort by tourism bodies to tie destination marketing to major sporting moments, particularly when national teams attract overseas attention. In this case, Scotland's matches in Boston gave VisitScotland a physical base for a concentrated campaign around national identity, travel and culture.

Carat presented the campaign as an attempt to turn fan visibility into tourism interest. Tartan imagery, references to the so-called Tartan Army and public-facing media were intended to make Scotland visible well beyond the match venues.

Mike McCoy, President, Carat UK, said: "This campaign wasn't about winning matches - it was about winning hearts. The best tourism ambassadors for Scotland are Scottish citizens when they travel abroad and put smiles on faces. We wanted media that would reflect their warmth, humour and hospitality and make US travellers see Scotland for the standout country it is."

VisitScotland compared the campaign with the impact of Scotland supporters at an earlier European tournament in Germany, where officials said fans helped build a positive image of the country among local residents and other football followers.

Jill Walker, Director of Marketing at VisitScotland, said: "The Tartan Army were amazing ambassadors for Scotland at the Euros in Germany. Their impact on Scottish tourism was felt far beyond the matches, turning locals and football fans into fans of our own country.

"We knew there was the potential for the same thing to happen in Boston, especially due to the strong direct air connectivity between Scotland and Boston through Delta Air Lines and JetBlue.

"We worked with Carat on creating a campaign that would amplify that feelgood factor and bring a taste of Scotland to the city. By combining placed advertising and social engagement with on-the-ground experiences, we were able to strengthen the Scottish tourism message in a way that complemented the Tartan Army's own impact. Importantly, we are now working with travel partners in Boston to convert that interest and intention into bookings."

The campaign shows how tourism marketers are increasingly using sport not just as a branding opportunity but as a route to measurable travel demand, with Boston chosen for its match schedule and direct links to Scotland.