The Edinburgh Festival Fringe Society has pledged to work alongside the Scotland Office to promote Brand Scotland, in a landmark partnership selling the best of Scotland overseas and encouraging investment and growth.
The partnership follows recent agreements between Brand Scotland, the Royal Edinburgh Military Tattoo and Scottish Chambers of Commerce.
Collectively, these cultural partnerships demonstrate the vital role arts and creativity play in opening doors for Scottish businesses worldwide, while showcasing the best of Scottish talent to global audiences.
The deal was signed as the Scottish Secretary Ian Murray delivered a keynote speech about the value of Scotland’s cultural sector. Mr Murray also recognised that the Fringe specifically plays a key role in widening access to the arts, ensuring everyone can have the chance to enjoy events which spark imagination, laughter and emotion.
The agreement is the latest strong showing of support from the UK Government, which has already contributed £7Mn to the Fringe for both the new Fringe Central and the Keep it Fringe fund for artists.
Ian Murray, Secretary of State for Scotland of the United Kingdom, said: 'Scotland’s excellent arts and culture sector opens doors right around the world. From the global stage of the Edinburgh Fringe to the pageantry of the Military Tattoo, our arts and creativity don’t just entertain – they build the relationships and showcase the innovation that drives real economic returns for communities across Scotland.
'Our partnership deal with the Edinburgh Fringe will help us sell Brand Scotland around the world, helping us deliver the economic growth that will put more money in people’s pockets.'
Tony Lankester, Chief Executive, Edinburgh Festival Fringe Society, said: 'The Edinburgh Fringe is arguably one of the UK’s finest cultural exports and, in recognising that, this partnership gives us the opportunity to proudly put it at the heart of a global conversation. We’re proud of the artists and audiences who make the Fringe possible and who create this joyous celebration of creativity each year. Putting the Fringe at the centre of Brand Scotland recognises that work, and opens up a world of new platforms for participants.'
