Historic Scotland

Campaign | Strategy | Advertising
Campaign | Strategy | Advertising | Campaign | Strategy | Advertising | Campaign | Strategy | Advertising |

The Challenge

Historic Environment Scotland faces challenges and opportunities within today’s complex visitor market. A cost-of-living crisis means every penny is a prisoner, but with more of our nation spending leisure time locally and craving familiarity, how can we build an engaging proposition to capitalise on recruitment, retention and revenue? With membership retention levels underperforming nationally, we needed to act fast for the approaching 2024 season.

Our Solution

We developed a new attention-grabbing, emotive, and shareable creative campaign for the modern consumer (primarily families). It needed to flex not only across a wide variety of media channels (physical, digital) but also across its various strands including the membership product, annual events programme, or non-visitor-led services.

This is where ‘A little history changes everything’ was born which showcases the sense of wonder and the transformative effect which visiting a historical site has on a modern family.

0

online advertising impressions made

0

more impressions than planned

"The campaign performed well and exceeded KPI
expectations with most platforms over delivering.
YouTube almost doubled its planned completed
views, with digital audio over-performing by 10%"

Other Projects