Projects
Festival of Architecture 2016
Scotland
Putting partnership first, with over 100 organisations, to attract 850,000 attendees.
The Year of Innovation Architecture and Design was the Scottish Government’s cornerstone event.
What we delivered
- Analysis
- Branding
- Content
- Customer Relationship
- Management
- Marketing Communications
- Outsourced Marketing
- PR
- Social Media
- Strategy
It was vital that the associated yearlong, Scotland-wide Festival of Architecture 2016 attracted the maximum attendance possible to its 400 events across 32 local authorities. We worked with the Royal Incorporation of Architects in Scotland (RIAS) from 2015 on the key objective of developing and implementing an international marketing and PR strategy for this profile-raising, year of events highlighting and celebrating Scotland’s iconic architecture.
With a very limited budget, we knew establishing a strong, effective partnership would be key to the festival’s success. We worked with VisitScotland, Creative Scotland, and the RIAS to research audiences, using in-depth segmentation profiling for the UK and international consumer markets, and festival stakeholders and partners. We also used segmentation tools to identify comms channels and opportunities for media and PR.
Our Solution
We worked with over a 100 identified festival partners through consultations and workshops to inform the activity plan and brand development, resulting in a truly integrated marketing and PR campaign at both national and international levels. Partners, including Scotland’s key tourism organisations, then used the brand toolkit we developed within their own communication channels.
We put the partnership we created at the heart of this ambitious strategy that was successful in exceeding all KPIs, with over 850,000 people attending events, over 800 pieces of media coverage generated, and nearly 10,000 people following festival social media channels.
