Highlight the relevance of Scotland’s bard in today’s society, showing how many of his works and values still resonate strongly today. Social and online media was the main focus, harnessing the world’s affection for Robert Burns digitally.
Profiling events; seeding out videos (Sam Heughan voiceover); encouraging people to take a ‘Burnsie’ - a Burns’ influenced selfie (entries were pulled into a digital mosaic of Burns’ face) - and wishing everyone around the world a Happy Burns Night through a Thunderclap were some of the campaign tactics.
Social media reach of 2m, over 200k engagements, 57 pieces of media coverage generated and opportunities to see of 67.4m. Reaching as far afield as Canada, Australia and The States. We’ll raise a wee dram to the Bard on that!