Film in Scotland Print Ad 3
Under the strapline ‘For the perfect location’, the print adverts focussed on letting Scotland sell itself visually, using large-scale, full page ‘undressed’ images that highlighted some of the canvas of locations available to scouting personnel. These adverts were used in key trade press, and given limited budgets, they were generally targeted in tandem with attendance at the main markets and trade fairs identified by Creative Scotland’s Screen Commission – encouraging people to directly come and meet Creative Scotland representatives in the trade hall. Creatively, feedback has been overwhelmingly positive, and the hook of showing Scotland clean and ‘as is’ has led to a real buzz in the marketplace, and a growing awareness of how flexible Scotland can be as film backdrop. Film in Scotland campaign background: ‘Film in Scotland’ is a clear and direct promotional campaign which invites international screen productions to consider Scotland as a venue for all, or part, of their upcoming projects. Using uncluttered and striking photography that showcases the breadth of what Scotland has to offer – from the urban settings allowing Scotland to replicate other international cities, to the inherent natural beauty across the Highlands and Islands – and profiling the crew, talent, facilities and incentives which are available to productions of all scales, the brand is employed in print, advertising, online and through promotional materials, and supported at a suite of key market events around the world. At the centre of this campaign, Creative Scotland – the national agency for the arts, screen and creative industries in Scotland – oversees a funding programme for film production and talent development, and a fast, free and confidential locations service to help facilitate all aspects of incoming projects. Working closely with a network of partners, from a growing facilities base through to local and national government, the message is simple: Scotland is a nation that is open for business. And the message seems to be working. Film and TV producers spent a record £45.8m shooting on location in Scotland in 2014/15, an increase of almost £12 million compared with 2013 and demonstrating a fast growing appetite from major film and high-end TV producers to use Scotland as a location for their productions.
