Scotland’s Towns Partnership today (20th July) launches its campaign – in association with the Scottish Government – encouraging everyone to support the businesses which are at the heart of their home communities.
Brand Satellite worked alongside strategic communications partners Message Matters, to create the brand identities for both Scotland’s Town Centre Recovery Campaign and Scotland’s Loves Local.
The campaign follows the publication of new polling figures which showed two-thirds of Scottish residents intended to shop locally once their high streets reopen post-Coronavirus and that the successful future of town centres depends on support at a local level.
Scotland Loves Local will highlight the fact that it’s the people behind the businesses which make our high streets special – not simply the buildings and shop units which are found on them. It also encourages people to show their support safely, following all social distancing and hygiene guidance shared by the Scottish Government as part of the ongoing vigilance to keep rates of Covid-19 suppressed.
It comes at a time when the need to safely and responsibly support town centres has never been greater following the disruption caused by the Covid-19 pandemic.
As well as the branding, Brand Satellite designed the campaign website (development and hosting by Roslin Design), the creative for press and digital advertising and images for social media. The campaign also includes video and photography by Alan McAteer and a TV advert created by STV Creative.
Communities Secretary Aileen Campbell MSP said: “It is now more vitally important than ever to consider shopping, eating and drinking locally as we all have a role to play in Scotland’s economic recovery. Simple steps like choosing to visit a nearby shop or café, or buying goods or services from a business in your own community, helps support jobs and goes a long way to fostering the vibrant selection of products and services on offer close to home.”
Phil Prentice, Chief Officer of Scotland’s Towns Partnership, said: “Scotland Loves Local is all about getting people back to their roots and recognising that our town centre businesses and the people who run them are part of the fabric of our communities. Sometimes for generations these people have been there for us. Now it’s time for us to be there for them. One of the great positives of the terrible times in which we have found ourselves has been the greater appreciation of localism. We must now harness that to keep our communities vibrant and lay firm foundations as we work to ensure our town centres are fit for the future.”