Viral billboard in Boston tells locals to visit 'your new Scottish friends'

A viral billboard in Boston has encouraged residents to travel to Scotland, tying the message to World Cup momentum and United Airlines routes. The ad, highlighted by BBC economics editor Faisal Islam, reads “go visit your new Scottish friends” and promotes flights from Boston to Edinburgh and Glasgow. The appearance follows what the article describes as a Tartan Army takeover of Boston and Scotland’s group-stage matches in the city. Although the billboard is near a stadium hosting England’s games, agencies working with United said it responds to how Scottish fans “warmed the hearts of Boston,” urging residents to return the favor by visiting Scotland. United is also expanding Scottish travel options, including Newark to Glasgow, as part of a broader “Scotland summer” program. Social media users praised the stunt, while Boston Mayor Michelle Wu made Boston and Glasgow sister cities, and Massachusetts Governor Maura Healey declared June 18 as World Cup Fans Appreciation Day.