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Leith Agency Weber Shandwick Media

Dundee challenges preconceptions of city with new campaign

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By The Drum Team, Editorial

March 3, 2011 | 2 min read

A new marketing campaign for Dundee has launched aiming to attract a new young audience from within Scotland’s central belt.

The campaign, created by The Leith Agency, is targeted at students and young workers in Edinburgh and Glasgow and aims to highlight that Dundee is Scotland’s capital for life sciences and gaming while drawing attention to its music and fashion scene.

The ads challenge preconceptions of Dundee and, in a slightly cheeky tone of voice, offer up some surprising facts about the city to get people to take notice.

The campaign also highlights Dundee’s reputation as a launch pad for talent, with Snow Patrol, The View, and KT Tunstall originating from the area, while Clash magazine also launched from the city.

Running on posters, in Metro, on radio and online, the media for the ads was planned and bought by MediaShop and Weber Shandwick has been responsible for PR. Guerrilla marketing has seen the ads on trailers parked outside some of Glasgow and Edinburgh’s popular tourist attractions while offering up Dundee alternatives.

Leith Agency Weber Shandwick Media

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