Tayscreen Scotland was a new initiative and partnership between three local government bodies, Fife, Perthshire and Angus. The aim was to promote the area, its services, location and unique qualities to the international film industry. The development of the corporate identity and literature required a clear strategy which promoted these attributes, whilst exploring the visual language of film. Clarity was an important quality required across all platforms, due to the international nature of the brand. Research was necessary to identify literature which enhanced the reader’s experience and supported the quality of Tayside as a location.
A marketing strategy was then developed and promoted to a Chinese market through the production of a publication, produced in Chinese, which was taken by a delegation to promote the area’s location and experience to the Chinese film and design industries. Through personal contacts, I facilitated the promotion of Tayscreen through local Shanghai news publications.