By Mark Coyle BBC Scotland news website

Off and running... with some competitors bedecked in tartan

But the country now occupies a special place in the heart of the 25-year-old Moroccan after he won the third Scotland Run 10k in New York.

The Queens athlete recorded a 31mins 30secs time at the head of a record 6,500 field, 88 of whom were from Scotland.

The event was part of Tartan Week in New York, which promotes Scotland.

Some of the participants were brave enough to don kilts for the 6.2 miles race under cloudless skies and a blazing sun in Central Park.

Others took advantage of the face painting tent to have Saltires daubed on themselves as part of a celebration of all things Scottish.

RACE RESULTS 1. Elmustafa Mchkirate: 31.30 2. Paul Mwangwi: 31.34 3. Robert Wong: 31.43 1. Michelle Rorke: 35.49 2. Victoria Ganushina: 36.29 3. Julia Stamps: 37.16 In Pictures: Scotland Run

Like the name of its location, the race was central to the key message being pushed by the Scottish Executive: "Come and sample Scotland as a place to visit, to work and to live."

For Ann Hinegardner, senior vice-president, business development, with the event partners New York Road Runners that message was loud and clear.

"Look at all those folks," she said as she pointed to a giant post-run Strip the Willow led by The Porridge Men, who earlier played a haunting rendition of the Star Spangled Banner to herald the start of the event.

"This is unheard of that people stay this long after a race."

Kicking up a storm with the post-race Strip the Willow

She has worked with the Scottish Executive to market the Scotland Run at similar events in Scotland, such as the Great Scottish Run half-marathon and 10k in Glasgow and the Loch Ness festival of running.

Many of the Scottish participants in New York said they had become interested in making the transatlantic trip after reading leaflets in the "goody bags" handed out after races at home.

The promotional efforts within the New York Road Runners organisation have paid dividends too, with an overall 25% increase in the numbers taking part this year compared to last.

"Running is for everybody whether you live in the US or in Scotland - it's a great unifier," Ann said.

Philip Riddle, VisitScotland, was passionate about the country

"You run and you get fit, you learn about your body. But at the same time it's a good way to educate people about other cultures. We try each year to add more about Scotland and its people."

For Philip Riddle, chief executive of VisitScotland, who had taken his turn at the microphone to extol Scotland's virtues, the turnout and reaction of New Yorkers and Scots alike were reasons to be happy.

"It's all part of the events that make Tartan Week such a big thing," he said.

But after all the hype on the day has died down, how does VisitScotland define success?

"We've got a website so we can measure the traffic to the site," Mr Riddell said. "We can try to get in touch with people and see if they have turned today's interest into a trip."

The top three men receive their prizes, with the winner on the right

Over at the Scottish Executive tent, international marketing manager Clare Smith reinforced the message that success could be judged in part at least by a shift in perceptions of Scotland.

For the fastest man in the race, Elmustafa Mchkirate, coming first earned him a trip to Scotland later this year to take part in the Great Scottish Run in Glasgow.

Had he ever been to Scotland? "No."

Did he have any Scottish relations (I asked just in case I could have tipped off Walter Smith to a fleet-of-foot potential Scotland recruit). "No."

What did he know about Scotland? "Kilts", came the one-word answer.

That's one perception that won't do any harm to hang onto in years to come.