The Edinburgh Fringe Society has partnered with Brand Scotland, a UK government-led initiative that aims to promote Scotland internationally, encouraging investment and growth.

The Edinburgh Military Tattoo has also allied with the initiative, with an official statement explaining that “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”.

Commenting on the tie up between Brand Scotland and the Edinburgh Festival, Ian Murray, Scottish Secretary in the UK government, says “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”, he goes on, “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”.

Tony Lankester, CEO of the Fringe Society, which coordinates and supports the community of performers, producers and venues behind the Fringe, adds, “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”, he goes on, “recognises that work and opens up a world of new platforms for participants”.