AN Aggressive drive by the Law Society of Scotland to sell Scotland as the gateway to Europe for US firms has seen it launch the largest promotional campaign of any foreign bar at the ABA conference in San Francisco.
The society, led by president John Elliot, has teamed up with 10 Scottish firms to run the campaign throughout the week-long conference being attended by 12,000 US lawyers.
It is holding a number of functions at the event, but the showpiece of its campaign is a slick stand at the ABA's exhibition. Playing on Scotland's links with the US, a huge backdrop to the stand shows a golfer teeing off in the US with the ball landing in Scotland and bouncing onwards onto European cities. England is shown as a sand-filled bunker.
Paul Pia, a partner at the Glasgow corporate, inward investment and international tax firm W & J Burness, said the law society of Scotland's campaign, which has been running at successive ABA conferences for five years, was paying off.
The Law Society and Bar Council of England and Wales have both sent delegations to the conference – but their presence is much more low key than that of the Scots.