What's Happening?
Brand Scotland, in collaboration with BBC StoryWorks, launched a campaign to redefine perceptions of Scotland as a vibrant place to live, work, study, and do business. The campaign, titled 'Scotland Belongs,' won Gold in Content Content Series at The Drum
Awards. It featured real stories from locals, highlighting innovation, culture, and community spirit. The multi-platform campaign included short-form videos and immersive digital experiences, aiming to resonate with younger audiences and showcase Scotland's modern vibrancy beyond its scenic travel destinations.
Why It's Important?
The campaign's success underscores the power of authentic storytelling in shifting perceptions and enhancing a region's image. By focusing on local narratives, Brand Scotland effectively communicated the country's cultural richness and economic opportunities, attracting potential residents and businesses. This approach not only boosts tourism but also supports economic growth by positioning Scotland as a desirable location for living and working. The campaign's ability to engage younger audiences through digital platforms further highlights the importance of adapting marketing strategies to contemporary media consumption habits.
