Strange but true, the Scottish Government found itself as sponsors of the jewel in the crown of the football season.
Bringing the Cup home
We were charged with activating and exploiting the Scottish Cup for two consecutive seasons. First off was The Homecoming Scottish Cup, where our remit was to marry the passion of football with the national pride of the Homecoming Year, a Government backed tourism initiative, whilst building awareness of the Cup and driving match attendance.
The six month campaign culminated in the finals at Hampden was fast and furious. Our Trophy Tour engaged with over 20,0000 people across 27 towns, our cheer leading troupe of Homecoming All-Starts injected some extra oomph, and we even found time to create the 'sholt', cannily combining a kilt with shorts.
All told, our blistering 1805 pieces of coverage chalked up a PR value of £23 million giving us a match wining ROI of 118:1.
The second season continued with the Active Nation Cup and a behavioural change brief of motivating Scots of all ages, backgrounds, shapes and sizes to get active and get more out of life.