The new slogan, which was revealed Tuesday after six months of development and $250,000 spent on the project, is also printed on the posters in Gaelic as "Failte gu Alba," The Times of London reported Wednesday.

The posters also include a series of images depicting life in Scotland, including a boy looking at an exhibit at Kelvingrove Art Gallery and Museum in Glasgow, a man in a raincoat walking in Edinburgh and a picture taken from a high altitude of Inverness.

Some have criticized the campaign for lacking emotion.

"It feels governmental, corporate and static," Anita Califano, a senior consultant with 2012 London Olympics logo creator Wolff Olins, told The Times. "It all fails to convey the spirit of the place, the emotion. If the purpose of branding is to create an emotional connection, they're not doing that."