Passengers arriving at Scottish airports were never in any doubt that they were arriving in “the best small country in the world” – because of the signs that were erected telling them just that.

But this was the slogan of Jack McConnell, the previous First Minister, and it was derided by Alex Salmond when he was elected First Minister in May. In the new era of nationalism, the time seemed ripe for inspiring words that might evoke romance and expectation as much as they promised modernity and brisk efficiency.

Six months later – and after lavishing £125,000 on the initiative – the SNP administration yesterday revealed its exciting new slogan: “Welcome to Scotland”. The phrase is also rendered on the posters as “Failte gu Alba” for monoglot Gaels in transit. The copywriting component of the budget has not been disclosed.

Set to run at six airports in Scotland, the greeting is accompanied by a series of images of Scottish life. One shows a boy looking at an exhibit at Kelvingrove Art Gallery and Museum in Glasgow. Another has a bald man in a raincoat wandering along an Edinburgh close. A third offers a bird’s eye view of Inverness. According to backers of the campaign, these snap-shots create a vivid picture of national life. But others are not so sure.

“It feels governmental, corporate and static,” said Anita Califano a senior consultant with Wolff Olins, the company that created the controversial branding for the 2012 London Olympics. “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.”

A poster designed for Aberdeen airport shows crashing waves, alongside the caption: “Home of the world’s largest commercial wave energy farm.” Christine Gupta, of Gupta Communications, said: “This is about as boring as the nanny state handouts about drink-driving or speed limits. Who comes for a wind energy farm?”

Another message, not apparently offered as a warning, has shoppers in Glasgow’s Buchanan Street, accompanied by the words: “Birthplace of the ATM and Chip and Pin”.

The campaign, designed by the Leith Agency, will be adopted from St Andrew’s Day (on November 30).

At its launch at Glasgow airport, Linda Fabiani, the Scottish Culture Minister, said: “The images celebrate the historic and modern-day successes that have shaped our country. This is not about developing flashy slogans – it’s much more real that that. This is about showing what a modern, vibrant and successful country Scotland is.”

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