Passengers arriving at Scottish airports were never in any doubt that they were arriving in "the best small country in the world" because of the signs that were erected telling them just that.

But this was the slogan of Jack McConnell, the previous First Minister, and it was derided by Alex Salmond when he was elected First Minister in May. In the new era of nationalism, the time seemed ripe for inspiring words that might evoke romance and expectation as much as they promised modernity and brisk efficiency.

Six months later, and after lavishing £125,000 on the initiative, the SNP administration yesterday revealed its exciting new slogan: "Welcome to Scotland". The phrase is also rendered on the posters as "Failte gu Alba" for monoglot Gaels in transit. The copywriting component of the budget has not been disclosed.

Set to run at six airports in Scotland, the greeting is accompanied by a series of images of Scottish life. One shows a boy looking at an exhibit at Kelvingrove Art Gallery and Museum in Glasgow. Another has a bald man in a raincoat wandering along an Edinburgh close. A third offers a bird’s eye view of Inverness. According to backers of the campaign, these snap-shots create a vivid picture of national life. But others are not so sure.

"It feels governmental, corporate and static", said Anita Califano a senior consultant with Wolff Olins, the company that created the controversial branding for the 2012 London Olympics. "It all fails to convey the spirit of the place, the emotion. If the purpose of branding is to create an emotional connection, they’re not doing that."

A poster designed for Aberdeen airport shows crashing waves, alongside the caption: "Home of the world’s largest commercial wave energy farm." Christine Gupta, of Gupta Communications, said: "This is about as boring as the nanny state handouts about drink-driving or speed limits. Who comes for a wind energy farm?"

Another message, not apparently offered as a warning, has shoppers in Glasgow’s Buchanan Street, accompanied by the words: "Birthplace of the ATM and Chip and Pin".

The campaign, designed by the Leith Agency, will be adopted from St Andrew’s Day (on November 30).

At its launch at Glasgow airport, Linda Fabiani, the Scottish Culture Minister, said: "The images celebrate the historic and modern-day successes that have shaped our country. This is not about developing flashy slogans, it’s much more real that that. This is about showing what a modern, vibrant and successful country Scotland is."

I just thought this was funny enough to share. Imagine the looks on their faces when they first heard it.

I bet it was Number23 who came up with it. He's both Scottish and known for his sparse, minimalistic wording of things.
[Edited 11/29/07 4:23am]

I'm in the wrong line of work

retina said:

thank god ireland is not in question, for a change

ZombieKitten said:

Well who knows, maybe you could suggest that they use Times New Roman for the slogan and they might pay you £50,000 for it.

Whitnail said:

Hang on, I've got one...

How about: "Ireland is a nice country".

I'll let you use it for a mere £25,000.

retina said:

I think it should be brushtroke


j/k I would not wish that typeface on anyone, even scotland

You know what I think? This is actually a very clever plan. Scots are notorious for being cheap, right? Well, if they spread the news about how they paid £125,000 for a simple phrase, that will definitely wash away that stereotype, won't it? Genius, I tell you.

ZombieKitten said:

Let's see an example.

retina said:

ok, how about this

Jim and Mick at a fireplace, an the pints are flowing like streams, and Jim say´s to Mick, in that typical talking to the wall style, "Mick, anoth uh?"

to which Mick replies "ah ya, wy not, it neve killt no un"

retina said:

It's my personal least favorite

Whitnail said:

And you're posting such an amazing creative effort in its entirety for free on a public website?

It's public domain now, right? I'm going to sell it for £5,000,000.

ZombieKitten said:

It looks a bit eighties, doesn't it?

retina said:

I think the Irish already thought of that one though

ZombieKitten said:

Is he drinking with his ear too? lol

retina said:

he would if he could
I'm off to bed, night!

ZombieKitten said:

Night. Don't let your parents turn you into an alcoholic.

ZombieKitten said:

an by ty ole fire, Jim saw a small pussy, which he reached out for, but slipped on some spit that Mick had somehow let dribble,

Mick stood at the bar as proud as a bent twig, meanwhile Jim set the place on fire, and the kitten sat in the corner, wondering, where is the meat and the 4 pounds of potatoes that Mary was carrying

Nothing to do with me. However, the 'cheap Scotsmen' slur was surely invented by jealous Englishmen keen to demean our stature in the world having previously invented the Ku Klux Clan, porridge and television amongst other things.

Frivilous edgy banter aside, a greater controvery which makes this £125,000 seem like something you'd find in an old couch is the recent erection of our new Scottish parliament building. In true Scottish style, we budgeted for £40 million and it eventally cost well over £400,000,000 - with the architect dying halfway through the build and numeorus contractors dirtying their accounts with stolen taxpayer's cash. An absolute shambolic disaster - the only way to go in Bonnie Scotland. Here's to independence in 2008. It'll be like handing a toddler a loaded gun.

Number23 said:

Alex Salmond is a fud.

as the hours got on the wee side, Jim in a not so sober state found the potatoes, Mick was in a predictable postion that is not worth mentioning and Mary had ensured that Vodka would not be sold for at least 24 hours, sure it was great said Packie as he manouervered the limo(taxi)