Scotland's International Image direct mail case study

How do you rebrand a country steeped in tradition as modern and creative without losing the richness of that heritage? The body responsible for promoting Scotland abroad - Scotland's International Image - faced this challenge as it prepared to promote the country to an international audience throughout this year.

The Leith Agency has struck a perfect balance of traditional and modern culture with a computer memory stick sent inside a whisky canister.

The stick contains a selection of content aimed at showcasing Scotland's past and present and was mailed to people who'd expressed an interest in visiting Scotland for a holiday. Content was organised under headings such as creativity, innovation and events, juxtaposing Scotland as it was and Scotland now, throughout.  The aim was to encourage recipients to then check out Scotland.org and boost the number of registered users of the site.

To support the direct mail campaign the stick will also be handed out at key cultural events. It's a great example of direct mail working in harmony with digital marketing and other promotional activity.