Goals and objectives
Bagpipes, haggis and wet weather. Yes, Scotland has all these attributes. But as the second largest country in the UK, it’s often overlooked and stereotyped. Brand Scotland came to the BBC with a clear objective — to turn these stereotypes on their head and to reflect Scotland as a highly desirable place to live, work, study and do business. Brand Scotland sought to welcome the world – to live, work and play – shifting international perceptions so that target audiences would consider Scotland as a destination for their future.
A key objective for this campaign was how best to shine a light on Scotland’s arguably greatest asset – its people – and reflect the diversity, culture-enriched and opportunity driven lives to an international audience. The campaign also had to nod towards Scotland’s sustainability efforts and reflect the incredible business opportunities to invest and do business in the country.
The BBC StoryWorks’ team set out to create a series of films (across pillars of live, work, visit) that showcased these opportunities, portraying an authentic vision of the country told with Scots’ own warmth and humility.