The Brief. Create a poster campaign that advertises Historic Scotland memberships aimed at families.
The Concept. What's stopping you? - The poster campaign focuses on the historic aspect of Scotland, where instead of using modern day excuses, show families the difficulties they may have faced in the past which would have stopped them reaching Historic Scotland sites. Below, the once negative is flipped into a positive, showing how easier it is in the modern day. The tone of voice is also tongue and cheek, making light of what was once a serious situation is the past.
"Aye, perhaps in 1746! These days the only thing stopping you from visiting our sites is that you don't have Historic Scotland Membership. Prices start at £3 a month."
"Yeah, maybe 200 years ago. But nowadays, just jump in the car. There are plenty Historic Scotland sites just along the road. And a membership is only £3 a month."
"Dinny worry, those days are long gone. Keep dry and take the bridge. There's a Historic Scotland site just on the other side. And a membership is only £3 a month."
Wait a minute, that was donks ago. All you need to concern yourself with is what Historic Scotland site to visit this weekend. And a membership is only £3 a month."
Phew, No chance of that these days. But you can still find a cracking day out at a Historic Scotland site near you. And don't get hung up on the price, a membership is only £3 a month."
Marketing campaign - posters
