Scotland's Brand Journeys to Germany
Scotland Showcases Cultural Excellence in Berlin
Ian Murray, the Scottish Secretary of State, is embarking on a trade mission to Berlin, marking the beginning of a series of world-wide events funded by Brand Scotland through the UK Government's FCDO network. The mission aims to promote Scotland's cultural excellence and showcase its best assets globally, with the ultimate goal of driving economic growth.
The highlight of this mission is a diplomatic breakfast event at the British Ambassador's residence in Berlin. The event, aptly named "Scottish Symphony and Sausages," will feature the National Youth Orchestra of Scotland (NYOS), who are currently performing at the prestigious Young Euro Classic festival. The performance will include the European premiere of a new accordion concerto by Scottish composer Jay Capperauld.
Members of the NYOS orchestra will join politicians, diplomats, and business investors at the event. These investors are from sectors such as energy, space, technology, life sciences, and food and drink, making it an excellent opportunity for Scotland to put its best in front of key decision-makers.
The breakfast will be accompanied by traditional Scottish fare, including smoked salmon, haggis, black pudding, and potato scones, all made specially for the occasion. Breakfast will be washed down with Irn Bru and Walkers Shortbread, quintessential Scottish treats.
The performance is part of Ian Murray's Brand Scotland campaign, which emphasises Scotland's unique cultural offerings—music, festival arts, and other heritage aspects—as powerful tools to connect with international audiences and build relationships for business investment.
During his mission, Ian Murray will also visit the Bundestag, the upper house of the German Parliament, and meet Michael Meister, Minister of State for Federal-State Relations in the German Federal Government.
The UK Government has recently contributed £1.5 million to the refurbishment of the Edinburgh Filmhouse, further demonstrating its commitment to supporting Scotland's cultural sector. This visit to Berlin is just one of many international engagements aimed at showcasing Scotland to global audiences and encouraging international businesses to invest in Scotland's economy.
In essence, the Brand Scotland campaign aims to sell the best of Scotland to the world and encourage inward investment. The performance of the NYOS in Germany serves as a tangible example of Brand Scotland’s strategy to use cultural diplomacy to drive economic benefits for Scotland.
- The National Youth Orchestra of Scotland (NYOS), performing at the "Scottish Symphony and Sausages" event, will showcase Scotland's exceptional talent in music and technology, as the orchestra will premiere a new accordion concerto by Scottish composer Jay Capperauld.
- The international business investors attending the "Scottish Symphony and Sausages" event, primarily from sectors like energy, space, technology, life sciences, and food and drink, shall witness Scotland's cultural excellence and potentially invest in the country's growing technological sector.
