14 Sep 11

Historic Scotland - Edinburgh Castle

Attracting over 1m visitors in a year Edinburgh Castle is the best known and most visited building in Historic Scotland's portfolio.

Background
Edinburgh Castle is without doubt a must-see attraction in Scotland – but Historic Scotland had learned that whilst 88% of overseas tourists were currently visiting the castle, it was only attracting 75% of UK visitors.

Historic Scotland therefore tasked us with raising the profile of the castle during the key holiday period of June-September and attracting more of the visitors who were already in Edinburgh.

How MediaCom made a difference
With the target market ambling around the city it was obvious that we had to be using an outdoor medium, but with very little poster availability we had to consider other media formats.

Buses would offer Historic Scotland high visibility within Edinburgh city centre but we had to use them effectively by creating an opportunity to steal visitor attention with a striking format/creative.

Standard bus activity delivered our necessary base coverage and frequency but this was up-weighted with a collection of mega-side formats along with the development of a specifically created format replicating the look and feel of one of the Castle’s core attractions – St Margaret’s Chapel. This included the creation of the bus windows to give the impression of the stained glass windows of the chapel.

Results
By working in close conjunction with the creative agency we were able to deliver on brief with a solution that answered all of the client’s requirements.
“It is a great example of how creativity and media planning can bring out the best in each other. This campaign brings the past into the present in an engaging way that will no doubt have tourists clamouring to see the sites.” The Drum

Please click on the link on the right hand side of this page for the full case study.