A welcome best
Prepare to be astonished. Stand by to gasp and gulp. Sit down, breathe deeply, this is big.
You’ll remember that Alex Salmond took an ill will against the slogan welcoming passengers to Scottish airports.
In case you’d forgotten, the slogan proclaimed that Scotland was “the best small country in the world.”
Mr Salmond thought it combined the worst of Scottish attitudes, bombast blended with the Caledonian cringe.
And his alternative? For a spell, nothing specific emerged. The first Minister resembled King Lear in his latter phase. “I will do such things – what they are yet I know not, but they shall be the terrors of the earth.”
But today we got the details. We learned, we were enlightened, we watched in awe.
The new slogan will be: “Welcome to Scotland.”
I know, I know. Be still my beating heart. Such excitement, such glamour.
The Scottish Government calls it a “vibrant” new campaign. “Welcome to Scotland.”
Now one or two sceptics out there might think this new phrase a little lacking in energy – or even, perhaps, originality. Take their names, I say.
Apparently, this isn’t a slogan. We are not comparing like with like. It is a “generic theme”, within which we are to discern the particular merits of each locality.
At Glasgow Airport, images will project the Commonwealth Games; in Edinburgh, literature; in Aberdeen, oil; in Dundee, the City of Discovery; in Inverness, the Highlands; in Prestwick, Burns country.
Me, I think they’ve missed a trick. I think the slogans – sorry, generic themes – should have been localised.
In Aberdeen, “fit like?” In Dundee, “bra’, is it?” In Edinburgh, “you’ll have had your tea.” And the like. We could have run competitions in schools.
PS: Oh, and the cost? Still checking – but the ballpark figure is thought to be £100,000, to cover the art work and other materials.