The Highland Military Tattoo, which began in 2014, is an annual event held at Fort George, Inverness. The three-day event offers visitors the unique opportunity to immerse themselves in Scottish culture with a diverse range of activities such as pipers, highland dancers, flypasts and a retail village.
Rubber Lips PR were appointed social media partner for the 2017 event. Having identified various target markets both locally and internationally, Rubber Lips selected Facebook, Twitter and YouTube as the social media platforms required. During a six-month campaign Rubber Lips provided a hands-on management of the digital platforms, increasing brand awareness and engagement with numerous stakeholders. Innovative and engaging content was designed, created and shared across the platforms to meet the specific objectives of the Highland Military Tattoo: This included ticket promotions, giveaway competitions, targeted advertising and the production of a commercial video. Furthermore, Rubber Lips generated news articles for the official website and press releases for a number of newspapers.
Rubber Lips worked seamlessly with other event partners including Intimation Creative and Scottish Provincial Press, printers of over a dozen local Highland newspapers, to ensure a fully integrated marketing campaign for the event. The campaign was a success, with a significant growth in brand awareness online, much improved ticket sales and stakeholders talking about the event in the final build up increased by 55% compared to the 2016 campaign. Following on from the campaign Rubber Lips completed a full analysis, providing the Highland Military Tattoo with a full report and recommendations for further digital growth in 2018.