A 2007 Digital Journal article claims

Scotland spent six months of research and $250,000 to create a new slogan to boost tourism. What did they come up with? “Welcome to Scotland” is the new slogan, as the country has abandoned the previous “the best small country in the world” slogan

Is this true? Did all of the money really go into creating this one single line or does it include the costs of changing every facility to have that slogan?

  • 1
    The linked article does not even claim that the 250,000 were spent entirely on the slogan. But they are quite vague about it. Quality journalism, eh? Apr 11, 2019 at 6:03

1 Answer 1


No, but on the signs

They did spend $250,000, but that included making and installing new signs for the airports.

The original article at earthtimes.org (archived) claims:

GLASGOW, Scotland, Nov. 28 Scotland has replaced its airport signs proclaiming the country to be "the best small country in the world" with a new slogan: "Welcome to Scotland." The new slogan, which was revealed Tuesday after six months of development and $250,000 spent on the project, is also printed on the posters in Gaelic as "Failte gu Alba," The Times of London reported Wednesday.

Confusingly it is tagged with US World News even though earthtimes.org is a British website.

According to articles from BBC, the Scottish Daily Record, and The Times from 2007, they spent £125,000 on the change. Thanks to a strong pound or a weak dollar, this was worth 258,900 USD in November 2007.

Note that this only covers the signs at the airports:

A government spokesman said the £125,000 cost of the displays covered the new artwork, printing and installation.

The same article also defends the cost as simply part of the normal budget, included in the long term planning:

The cash came from existing budgets as the Best Small Country campaign was due to come to an end.

  • 2
    It's unclear from you citations whether the slogan itself cost $250,000 / $125,000 or whether that was the cost of inventing the slogan and changing all the facilities.
    – Daron
    Apr 10, 2019 at 16:22
  • 64
    "A government spokesman said the £125,000 cost of the displays covered the new artwork, printing and installation." So the answer to the original question should be "No," they didn't spend £125000 JUST coming up with the slogan.
    – Paul O.
    Apr 10, 2019 at 16:23
  • 2
    I would just omit a "yes" or "no" answer and instead just focus on how the money was spent. Let the reader decide whether the claim is accurate or not, in their view.
    – jpmc26
    Apr 10, 2019 at 23:24
  • 11
    "pipe is a new contributor." ... Welcome to Skeptics! ... a community where we can make a slogan for free!
    – Cœur
    Apr 11, 2019 at 6:48
  • 14
    @Cœur Actually I prefer the old slogan, The Best Small User in the World.
    – pipe
    Apr 11, 2019 at 8:54

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