Our strategy tapped into a very emotive truism that Scots
often put off discovering more of Scotland. Using the concept
“If not now, when?" we believed that if we could convince
people there had never been a better time to visit the islands,
then we would have a highly compelling proposition.
Our campaign used a variety of media channels; Posters to build the brand, as well as tactical digital executions, a campaign microsite, social media and regular blog posts to harness the appeal of the Homecoming message.