Client
Scottish Government
Industry
International Business
Type
Strategy/Branding
Bringing Scotland
to the Global Stage
Scotland is globally recognised as a country rich with history, breath-taking landscapes, and warm and friendly people. But few people are aware of its unique contribution to innovation and invention throughout history to the present day.
To shine a new light on Scotland as a progressive nation and a centre of innovation and opportunity, the Scottish Government coordinated its agencies VisitScotland, Scottish Enterprise and Universities Scotland, to launch the Scotland Is Now campaign in 2018. This campaign sought to attract global business leaders, investors, and innovators.
With our international expertise in the Chinese market, we were able to seamlessly localise the Scottish Government’s Scotland Is Now campaign for launch across the Chinese market.
We stayed faithful to the original brand campaign and chose to clearly connect the known elements of Scotland with the unknown, consistently articulating these connections throughout the assets we produced.
Upon the completion and sign off of the localised campaign framework we were tasked with the optimisation of Scotland Is Now’s original WeChat and Weibo accounts. This included full content creation and community management by our in-house team of international digital marketing experts.
The final element of the project included the overhaul of the Scotland Is Now website by localising all content according to the needs and preferences of the Chinese market.
Our fully localised campaign successfully exposed this new brand to millions of Chinese people through digital marketing channels. We generated active engagement from the Chinese professional community.
Using our knowledge of the market, we also delivered detailed brand guidelines and a local toolkit. This toolkit has enabled the Scottish government and its in-market partners to further cultivate the Chinese market consistently for future development with its ambitious global brand campaign. Furthermore, the work we produced has enabled the Scottish team and their counterparts in China to understand each other and work more effectively together.