The Tartan Army Marketing Opportunity
No Scotland, No Party!
No Scotland, No Party!
With the FIFA World Cup in full swing, one team has captured everyone’s attention: Scotland! The Tartan Army took center stage, almost overshadowing the football.
After a 28-year absence from the World Cup, the Scots were buzzing to be back in the tournament and flooded into Boston to support their team. They took over in such large numbers that it had people questioning if anyone was even left in Scotland.
Their passion and energy were infectious, and the entire city of Boston quickly joined them in their revelry.
Decked out in kilts and bagpipes, often carrying an orange traffic cone, the Scots gained attention across social media. Videos of their good-spirited fun, humor, and love of country went viral.
Most importantly, they brought joy to the States in a time when Americans really needed it. Everyone has become enchanted by the Scots, and no one is ready for the party to be over.
It looks like Scotland has suddenly jumped up everyone's travel bucket lists to the very top.
You can hear bagpipes everyday in Edinburgh
A Unique Marketing Opportunity
There is going to be a huge spike in Scottish tourism in 2027 as a result of the Tartan Army’s 15-minutes of fame.
The Scotland tourism board and numerous airlines are already hopping on this positive attention. This is the kind of visibility that not even a $1M ad budget could buy. Big brands are not the only companies that can benefit from this wave of interest.
It’s a unique opportunity for many small Scottish businesses to get discovered. Right now, thousands of people are searching for authentic Scottish experiences, must-try restaurants, boutique hotel stays, and small-group tours around Scotland to add to their itinerary.
If I ran a small business in Scotland, I would start marketing now. It’s moments like this that change the trajectory of your business.
Capitalize on the organic traffic and create a campaign around the Tartan Army’s World Cup experience. Free attention is so rare in marketing; don’t waste it.
In marketing, you need to:
Be fast and relevant. This attention on Scotland won’t last forever. Don’t miss out on the free advertising.
Talk directly to your target audience. Americans have this new connection with Scotland. Create specific messaging that aims to connect with Americans who fell in love with the Tartan Army.
Match tone and voice. The Tartan Army became a social media phenomenon for its humor and light-hearted spirit. From putting cones on statues to bagpipe-led marches across the city, the Scots are a lot of fun. Lean into that silly energy when drafting copy. Now is not the time for a serious campaign.
The Tartan Army is going to be responsible for one of the largest spikes in tourism Scotland has ever seen.
Americans were curious about what the Scots were sporting under their kilts
Marketing Copy Ideas For Small Scottish Businesses
Boutique Hotels: Hey, new best friends. Who’s ready for another sleepover?
Independent Pubs: We drank your city dry. It’s time for you to come over and return the favor.
Independent Cafes: You introduced the Scots to Ranch. Now it’s our turn to introduce you to haggis.
Tweed & Tartan Makers: We saw you loving our kilts. Come try one on for yourself.
Tour Guides: The Tartan Army has left. You should follow.
City Tourism Boards: Look at all our statues missing their hats. Try coning a statue where it all began.
Cones on statues are a daily occurrence in Edinburgh
Move Aside, Outlander. There’s A New Reason Americans Are Infatuated With Scotland
Scotland's time in the World Cup might be over, but the attention isn’t. Americans are ready to book their trips and keep the party going.
This interest won’t last forever. Start marketing your small business today and reap the benefits in 2027.
