This Marketing Society Scotland (2013) paper outlines an award winning campaign from the National library of Scotland (NLS) and Frame. NLS is the world’s leading centre for the study of Scotland and the Scots. In the summer of 2012, a campaign that explored the story of cinema-going in Scotland over the past 120 years attracted 40,000 visitors, despite the competition of the Edinburgh summer festivals. Read about how a highly successful integrated campaign was developed and how a simple competition on Facebook resulted in 2,000 people engaging creatively to come up with their own movie poster headline to promote the exhibition. The campaign recently won Grand Prix plus Gold for integrated campaign, integrated strategy, public sector advert, copywriting and 4 or 6 sheet poster at the Scottish Creative Awards.
Current users, visitors and supporters of NLS are generally AB1s, over 50 years old and Edinburgh based. In order to achieve the visitor numbers in our objectives, the exhibition’s cinematic theme, being broadly popular, allowed us to engage with a larger audience, both in terms of geography and age, considering:
- The general public from Edinburgh, and the central belt
- Students of film and media studies at all levels
- UK & overseas visitors to the Edinburgh, considering the International Film Festival and the other summer Edinburgh festivals (Arts, Fringe and Book)
- Lifelong and community learners