Scottish Tourism Board
Branding Campaign
Published on: 
2011
Advertising, Branding, Creative Direction
  • Human, Enduring and Dramatic

    Scotland is easily one of the most beautiful places on earth, and we’ve taken the Scottish Tourism Board from traditional media to online media to social media. We’ve run campaigns that focus on Scotland’s legendary countryside, their modern, dynamic cities, their castles, lochs and warm, fun and friendly people. We’ve created virulent videos and dramatic sweepstakes. We’ve wrapped buses and subway cars, placed tartan umbrellas on vendor carts and handed out haggis in Manhattan during Scotland Week. And we’ve never failed to exceed their goals.
  • It has been said, if the product is awesome, then let people show it. The Real Travelers campaign did just that.
  • Print ads.
  • A comprehensive microsite featuring real stories and images of the Real Travelers.
  • Rich media expandable (video) banner
  • For a week each April, Scotland comes to NYC to celebrate Scotland Week, a great opportunity to mix our cultures.
  • Time Square billboards, promoting Scotland Week (partnership with Continental Airlines)
  • PR stunt; "The Naked Piper"
  • In this Viral video, the "Naked Piper" takes on the "Naked Cowboy".
  • Viral video promoting the Loch Ness exhibit in Grand Central Station (Scottish Village).
  • Partnership with Scottish beers to distribute pint glasses at select NYC bars during Scotland Week.