‘Scotland Belongs’ won Gold in Content Content Series at The Drum Awards, showcasing real stories of locals like Sarah Clarke, highlighting innovation, culture, and community spirit, and shifting perceptions of Scotland as a vibrant place to live, work, study, and visit.
Scotland is a place not just to visit or work — but to belong. 'Brand Scotland' and BBC StoryWorks teamed up to tell the story of modern Scotland — how it is not only a scenic travel destination, but a vibrant place to live, work, study, and do business. Building on our multiyear partnership in which we brought rich local stories to the forefront, we turned to the brand’s greatest storytellers — the locals.
To do this, we used inspiring real stories that exemplify Scotland’s innovation, culture, and community spirit.
The centrepiece was a cinematic film featuring Sarah Clarke, Marketing Manager at tidal energy company Orbital in Orkney. Her personal and professional journey — relocating, starting a family, and thriving in a supportive community — embodied the campaign’s themes of purpose and belonging.
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This multi-platform campaign included short-form, behind-the-scenes vox pop videos which resonated with younger audiences, and BBC.com, where custom digital units created immersive experiences. A first-person branded article added narrative depth, showcasing others who had relocated to Scotland for meaningful lives and careers.
The results were compelling: 818,000 social video views and TV spots reaching 29.5 million. On-site engagement was strong, with high video completion rates and emotional resonance confirmed by BBC’s in-house measurement study, Science of Engagement. Crucially, the campaign shifted perceptions — boosting views of Scotland as a place to work (+67%), study (+37%) and visit (+12%).
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