Projects
Highland Military Tattoo
Fort George, Inverness - Scotland
The primary goal was to increase the profile and ticket sales of this historic Scottish military celebration.
The project is highlighted as a prime example of achieving spectacular results with a limited budget through meticulous planning and strategic exposure.
Our Approach
The strategy focused on using industry connections within the travel and tourism sectors to showcase the event to a broader audience. Key steps included:
- Strategic Partnerships: Negotiating and enhancing partnerships at a national level to extend reach.
- Audience Analysis: Understanding demographics to ensure every marketing action provides maximum value.
- Integrated Campaigning: Coordinating digital marketing, print campaigns, press promotions, and partnership networking.
The Solution
Building on the success of sell-out shows in 2014, the team leveraged existing momentum for the 2015 event while ensuring all funding partners’ objectives were met.
Key Actions:
Media Partnerships: Secured high-profile partnerships with organisations like the Daily Mail, Moray Firth Radio, and SPP.
Industry Networking: Utilised strong relationships with VisitScotland, Historic Scotland, National Trust for Scotland, ScotRail, and the Homecoming 2014 team.
Infrastructure Development: Developed a new website and CRM system to manage customer relationships and data.
Creative Execution: Managed media planning, print creation, and wide-scale distribution.
The Result
The activity successfully attracted a diverse audience beyond traditional tourists, including corporate groups and families from across Scotland and international regions. The campaign achieved the high levels of engagement and ticket sales required for a sell-out performance.
