The streets of New York City will be lined with tartan-wrapped taxis as part of a programme of activities by national tourism and events organisation, VisitScotland, to promote Scotland during Tartan Week.
VisitScotland has collaborated with Sony Pictures Television to launch an integrated Home of Outlander marketing campaign targeting fans of the Outlander television series, which will feature on television and digital channels, online and across the USA. The final season of the Outlander television series is currently airing on Starz in the U.S. and on MGM+ in the UK.
VisitScotland is in the USA for the week-long celebration of the arts, cultural and historical links between the USA and Scotland.
Tartan Week culminates in the NYC Tartan Day Parade on Sixth Avenue on Saturday led by this year’s Grand Marshal, Outlander television series star Sam Heughan.
It is an important date in the Scottish tourism calendar as VisitScotland and Scottish tourism businesses meet with travel media, businesses, airlines and tour operators to network, educate and promote Scotland.
A VisitScotland team is delivering a coordinated programme of activities to promote Scotland during the week, including an exclusive Outlander media event with a preview screening of the latest episode of the series, and a Q&A on the impact of the series on Scottish tourism.
Jill Walker, Director of Marketing at VisitScotland, said: “Tartan Week helps focus attention on Scotland in our largest international market. It is a strong platform to promote what makes our country a must-visit, must-return destination to the North American travel industry and potential holidaymakers.
“During this time of uncertainty, these opportunities to engage in-person with the travel industry and influential media outlets in-market are more important than ever.
“Our programme of activity is focused on fostering stronger links with the North American market and creating ambassadors for Scotland to raise our county’s travel status and grow the visitor economy.
“Outlander has had an incredible impact on Scottish tourism and our partnership with Sony Pictures Television allows us to use imagery of the series mixed with real-life locations to inspire fans to plan a trip to the many regions of Scotland.”
