Scotland’s international image (Scottish Executive) case study

The 'Scotland's International Image' project for the Scottish Executive used Burns Night as a platform to engage with and surprise an audience of international journalists and Foreign and Commonwealth Offices.

A box bearing the embossed headline 'Burns baby Burns: 25.01.07' was mailed, containing an old-style frame wrapped in tissue, a letter made to look like parchment, plus a leaflet that drove the audience online to discover more information.

This innovative campaign, produced by the Leith Agency, has received enthusiastic feedback for its funky approach to a well-worn theme.