Brand Scotland Welcomes International Visitors to Glasgow 2026 Commonwealth Games

Brand Scotland has launched a brand campaign, as 3000 athletes from 74 nations and territories prepare to compete for medal glory at the Commonwealth Games in Glasgow.

Created by Leith, it is designed to engage international audiences visiting for the Games and draws on the emotional power of what it feels like to be in Scotland, building a lasting affinity and encouraging deeper, long-term connections.

The creative features eight executions that pair striking photography with bold lines that celebrate Scotland’s head, heart and spirit, connecting the excellence and energy of this global sporting event with Scotland’s strengths as a place to live, work, study, visit and do business. The campaign will run across high-profile sites at Glasgow and Edinburgh Airports, Glasgow Central Station and key city and roadside locations around Glasgow and Edinburgh.

Richard Thomson at Leith said, “We wanted the work to feel open, warm and full of momentum. The Games bring a huge sense of energy into Scotland, and the campaign reflects that. Every execution is built to show the country as a place to live, work, study, invest and explore, and to do it in a way that feels true to Scotland today.”