Labour yesterday accused the Scottish Government of an "imagination by-pass" after the official unveiling of a new slogan welcoming visitors to Scotland.
Under the previous administration, visitors were welcomed to "the best small country in the world". Many felt it lacked ambition and in August the Scottish Government announced it planned to replace the slogan.
Yesterday, the government unveiled its replacement message: "Welcome to Scotland." It will be displayed at Scotland's six main airports where visitors will be greeted with a mix of the generic slogan with targeted local messages.
Glasgow, Edinburgh, Prestwick, Dundee, Inverness and Aberdeen airports will all have their own slogans promoting something unique about their city and area, at an estimated cost of £100,000.
However, Labour's Jackie Baillie was unimpressed. "So much for the First Minister's promise of a more creative and ambitious Scottish brand," she said. "If Welcome to Scotland is the best his government can come up with, it shows the SNP has had an imagination by-pass.
"It sounds more like a road sign at Berwick than it does as a must-do invitation to visit our country."
However, Linda Fabiani, Minister for Europe, External Affairs and Culture, defended the campaign at its launch at Glasgow Airport. She said: "As one of the first things that people will see upon arriving in Scotland, these 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. This is about showing what a modern, vibrant and successful country Scotland is." At Glasgow Airport, the greeting signs will read Scotland with Style; Birthplace of Charles Rennie Mackintosh; and Host City of the Commonwealth Games.
Edinburgh will display Unesco first city of literature; Real financial strength; and Birthplace of the Enlightenment. Prestwick will celebrate the past and the present with Home of Robert Burns, Scotland's National Poet; Home of World Class Golf; and Home of the Scottish Grand National.
Aberdeen will boast of its oil industry, while Dundee will use its City of Discovery tag, and Inverness its Capital of the Highlands title.
The signs will be on display from Friday.
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