EDINBURGH--Scotland is tendering a new £500,000 international PR brief to attract investment into the country.

Scottish Development International (SDI) is aiming to appoint one agency each to cover EMEA and Asia-Pacific. A number of agencies have worked on similar briefs for Scotland in recent years, including Ogilvy PR, MWW Group and Trimedia.

The brief notes that budgets will range from £390,000 to £550,000.

In both regions, SDI is searching for an agency to raise Scotland’s profile as an “innovative nation to a C-Suite business audience and their sphere of influencers.”

In EMEA, the account is valued at £160,000 to £260,000, with key markets including England, France, Germany, the Middle East, the Nordics and Russia. In Asia-Pacific, the brief is worth £230,000 to £290,000, while specific target markets are Greater China, Japan, India, Korea, Southeast Asia and Australia.

The brief explains that SDI is seeking to “amplify the themes of innovation and confidence in our abilities.”
“Scotland is open and eager to make new business relationships with the rest of the world, facilitated by SDI.”

The scope of business may also include support for tourist body Visit Scotland and Scottish Government International. Contracts will run for one year, with a maximum one-year extension.

The brief also notes that the current framework is being set up “to meet interim international PR requirements until the Scottish Government International PR framework is operational.”