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New campaign highlights best of Stirling

Wednesday, 08 March 2017

A new campaign promoting the best of the Stirling area was unveiled last night (March 8) at an exciting launch event in the city’s historic Tolbooth.

A new slogan, brand campaign and short film showcasing the region’s highlights as a destination of choice, a dynamic business location and a great place to live and work was presented by Stirling Council leader Johanna Boyd.

The slogan ‘Alive with Scotland’ illustrates that Stirling is a place where you can find all that is good about Scotland, capturing its vibrancy, history, energy and the opportunities it offers.

Meanwhile the logo’s distinctive ‘shield' design is influenced by Stirling’s unique position within Scottish history, with its vibrant colour palette reflecting the natural beauty of its distinctive landscape. With subtle references to the Battle of Bannockburn, Stirling Castle and the River Forth, the design seeks to pay homage to Stirling’s past, while also providing a strong and contemporary identity for the digital age.

The new short film – featuring Stirling’s people and communities, stunning landscapes, and a host of local talent – had its debut screening on the night. The film includes everyone from business leaders and sports personalities to school children and community groups.

Throughout the launch evening the film footage was projected onto the castle rock of Stirling Castle and onto the Wallace Monument.

The campaign is designed to build on Stirling’s City Region Deal ambitions. The area, along with Clackmannanshire, recently secured a City Region Deal, a once-in-a-generation opportunity to transform the area, re-energising the economy for generations to come.

Johanna Boyd said: “This is a transformational moment for Stirling. We know that it is an incredible place and we want it to be even better. Our ambition is huge and we are already delivering on it. We’ve secured a historic City Region Deal. We have seen renowned industry leaders like CodeBase choose Stirling as a centre of excellence in Digital Technology. We have Olympians in our midst, Scotland’s National Tartan Centre on its way, and the first Stirling Scottish Marathon in May. We are leading on social innovation, through our unique partnership with the Robertson Trust to set up a Third-Sector Innovation Hub – something that can make a real and significant difference to lives of many individuals and families.

“Stirling is changing, and we need to reflect that in how we present ourselves across Scotland, the UK and around the World.  This brand celebrates everything that we have to offer and captures this new spirit of Stirling, our optimism, our pride and our shared sense of purpose.”

The film has been condensed into a 30-second advert featuring a voiceover by local actress Simone Lahbib – it will feature in Stirling’s Vue cinema, Sky Catch Up and on social media. Meanwhile the new brand will be visible across the local authority area and on everything from banners to billboards.

The new campaign was created in conjunction with branding and advertising agency Maguires which carried out an extensive consultation process to gather feedback from the key stakeholders before finalising the designs.

Engagement sessions took place over a three month period covering everywhere from the city centre to rural areas including Bannockburn, Crianlarich, Aberfoyle, Callander and Dunblane.

Opinions were canvassed from a range of groups and individuals including community leaders, Council employees, businesses, community representatives and partners such as VisitScotland and Scottish Enterprise.

The campaign was welcomed by University of Stirling Principal and Vice-Chancellor, Professor Gerry McCormac: "Stirling is a world-class, dynamic and enterprising destination and the region’s reputation continues to grow both nationally and internationally. As Stirling’s centre of innovation and excellence, we will continue to play a pivotal role in driving economic growth, helping to revitalise the region and position the city as a major economic and cultural player.”

Ross Tuffee, co-founder of Stirling-based, award-winning digital solutions company DOGFI.SH Mobile Limited, was also in support of efforts to attract talent: “The Stirling area is vibrant and offers a great place to live and work, as well as to access education, with the opportunity to be in the heart of the city, break out into the countryside or access the rest of Scotland with ease. We’re also 40 minutes from Edinburgh Airport which is just a six hour flight from New York, meaning the area is ideally positioned for those who want to grow a global business like ours.

“The Digital District is a key part of Stirling’s strategy going forward and will be essential in attracting and retaining digital talent, and we welcome all further efforts to promote the area.”

The new campaign is the first stage of a long term branding and communications initiative by Stirling Council.