SCOTLAND'S World Cup adventure in Boston has thrown up another viral moment – with an advert inviting Bostonians to head the other way across the Atlantic.
Shared by BBC economics editor Faisal Islam, the billboard stating “go visit your new Scottish friends” promotes United Airlines flights from Boston to Edinburgh and Glasgow.
The message comes following the Tartan Army takeover of Boston and Scotland’s group‑stage fixtures in the city.
The billboard sits close to the stadium hosting England’s games, but agencies working with United have stressed that the ad is a reaction to the way Scottish fans have “warmed the hearts of Boston”, encouraging residents to return the favour by visiting Edinburgh and Glasgow.
The advert first went up on Friday June 19 and will appear until June 27, the final day of the group stage.
United has already been pushing new and expanded Scottish routes, including Newark to Glasgow, as part of a wider “Scotland summer” programme.
A spokesperson for United Airlines said that demand for the services is "in line with expectations".
They added: "Digital billboards outside Fenway Park in Boston highlight that fans can keep the party going by visiting their new Scottish friends via United’s direct flights to Edinburgh (via Newark/New York and Chicago) and Glasgow (via Newark/New York).
"The Glasgow route launched in May, and United is the only US airline offering nonstop service."
The advert was applauded online, with one person replying o the original post: “Nice work from the marketing department.”
Seen in Boston outside the stadium before the England game… pic.twitter.com/SSjQIvVBHA
— Faisal Islam (@faisalislam) June 24, 2026
Another said: “The Tartan Army is quite literally a walking, talking, partying tourism promoter for Scotland.”
Locals from the US city previously joked that they felt like characters in a feelgood film learning to “live life to its fullest” thanks to the Tartan Army.
Boston resident and influencer Marwa Osman posted a reel which said she hopes the city “doesn’t go back to being sleepy” once Scotland’s World Cup campaign moves on, as posts about the Tartan Army’s takeover of the city continue to go viral.
While the Scots took over the city, Boston Mayor Michelle Wu officially made Boston and Glasgow sister cities and Massachusetts Governor Maura Healey declared June 18 as World Cup Fans Appreciation Day.
