Story to create marketing strategy for Scottish Forest Alliance
The Scottish Forest Alliance (SFA) has appointed Story to work on its legacy project The Great Trossachs Forest following a four-way-pitch.
The Edinburgh-based agency will develop the marketing and communications strategy which is expected to have a strong digital focus as it looks to raise the profile of The Great Trossachs Forest.
This strategy will target several audiences including socially excluded groups from inner city areas, particularly the Glasgow area, as well as an online audience.
The campaign will look to engage a variety of audiences and provide information which will promote the Forest and encourage them to visit. This strategy is being partially funded by the SFA and Forestry Commission Scotland through the Heritage Lottery Funding.
Stuart Chalmers, communities and recreation manager at Cowal & Trossachs Forest, explained: “The challenge is to engage different audiences with The Great Trossachs Forest; not only those who already have a passion for the outdoors and are looking for new areas to explore, but also socially excluded groups who may not have experienced what we have on offer here. Story has the creative and strategic experience as well as the digital expertise that will ensure our message will be communicated innovatively yet cost-effectively.”
Jim Kelly, head of planning at Story, added: “The Great Trossachs Forest now has a real opportunity to reach new audiences, previously unaware of the outstanding beauty and resources of the Trossachs area. Our challenge is to use our experience in marketing to multiple audiences combined with our strong digital expertise to increase awareness, interest in and visitor numbers to the area.”