The promotional slogan describing Scotland as the "best small country in the world" is to be abandoned, ministers have confirmed.
Former first minister Jack McConnell launched the campaign in 2005
The slogan, introduced by former First Minister Jack McConnell, has been used on posters at airports and transport hubs for more than two years.
Hoardings bearing the motto will now gradually be taken down.
Officials at the Scottish Executive have been told no longer to use the catchphrase in promotional material.
Culture minister Linda Fabiani said last week: "The Scottish Executive is no longer actively using this promotional slogan.
"Any promotional materials containing the phrase are being replaced over time."
A spokesman for First Minister Alex Salmond said: "To be fair, the campaign was coming to a conclusion anyway.
"We never saw the need to have a qualifier.
"Why not just aspire to be the best country in the world?