New company exploits ‘tartan chic’ with  launch of Scotland-themed superyacht

A new company has been created to exploit a growing fashion for Scottish design and products among the world’s super-rich at global gatherings of wealthy sports fans, starting with next year’s Monaco Grand Prix.

Edinburgh-based Ecosse Elite will provide a forum for Scottish companies to showcase their brands aboard a 40m luxury superyacht at the annual Formula One event in the principality.

Racegoers will have an opportunity to book one of five cabins aboard the luxury, Caledonian-themed vessel and to attend parties, lunches and dinners and drinks receptions over the Grand Prix week-end, next Spring.

Over time, the company – launched by owners of the Capital-based private air charter company jetlogic – will seek to represent Scotland at other grands prix around the world.

The superyacht will be decorated and furnished by some of Scotland’s finest brands, including Arran Aromatics.

Premium drinks will be supplied by Rock Rose Hand crafted Scottish Gin and Vidore champagne with menus prepared using the country’s finest, fresh produce including Scottish beef and lamb, fish and seafood.

Leigh Mellis, Director of Ecosse Elite, said the idea for the new company followed a series of conversations about High Net Worth and the high level of demand, globally for exclusive Scottish products and services.

She said: “Scotland has a reputation globally for excellent quality. People who want and can afford the best, trust brands that have Scottish provenance.

“Having been to several grands prix, what’s noticeable is the uniformity of the hospitality that’s available. We’re confident there’s a demand for something different and that something with a tasteful, high quality Scottish theme will be extremely popular.”

Supporting Ecosse Elite in Monaco will be Colin’s Highland-based marketing and networking company Kilt Ads and Louise Marshall, piper to the Lord Provost of the City of Edinburgh, from Annan, who was chosen as the official World Fair Trade Tartan piper at the annual Tartan Day parade in New York this year .

Inverness based Kilt Ads sends ambassadors to grands prix all over the world who wear Highland dress as a marketing tool for a range of Scottish brands.

Owner Colin Stuart, a director of Ecosse Elite, said: “Traditional Highland dress is the most effective calling card in the world, at these events. It’s amazing how many doors are opened simply by wearing a kilt.

“We get invited into team garages, to parties and all manner of other events simply because of our dress and, over the course of a grand prix week-end, we can be stopped and asked to be photographed up to 300 times.”

Stuart added: “Scotland the brand is astonishingly successful as a marketing and networking tool and we’re confident Ecosse Elite can take advantage of that and  be tremendously successful.”  

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For more information contact Carlos Alba at carlos@carlosalbamedia.co.uk or call 0141 637 6399 or 07880 505647.