Boston Streets Get a Scottish Makeover as Tartan Taxis Hit the Road

Eleven cabs wrapped in the signature Scottish Football Association tartan are navigating Boston this week, marking the national team’s first appearance at the world’s largest soccer tournament in over 25 years while offering passengers a literal taste of the Highlands during their commute.

Running from June 12 to 19, the campaign aims to capitalize on the excitement surrounding the Scotland Men's National Team as they play two group games in the city. Each vehicle features the names of top roster talent and serves as a mobile marketing hub for VisitScotland. Beyond the visuals, passengers are treated to complimentary snacks from iconic Scottish brands including Walker's Shortbread, Dean's, Nairn's, and IRN-BRU.

The promotion extends into the travel sector through a partnership with AAA Northeast. Travelers can book vacations to Scotland starting at $599, with AAA members eligible for double benefits on select packages through July 19. The initiative also includes a sweepstakes for a $5,000 trip to Scotland, featuring round-trip airfare on JetBlue’s nonstop service to Edinburgh. Jill Walker, Director of Marketing at VisitScotland, noted that the campaign is designed to leverage the team's presence to boost tourism in the agency's largest international market, bolstered by existing direct flight options from Boston.