LONDON: FTI Consulting has won a £2.5 million (about $4 million) contract to promote Scotland as a top business destination around the globe.
Scottish Development International, a joint venture between the Scottish government, Highlands and Islands Enterprise, and Scottish Enterprise, has awarded the agency a four-year contract to support foreign investment in the country.
The account brings together work that was previously split among a number of agencies on a regional basis.
The strategic communications arm of FTI has worked to promote Scotland as a business destination in EMEA for the past two years, with Edelman previously handling Asia-Pacific and DCI Group managing US work.
FTI will have sole responsibility for providing international PR support to SDI's 30 overseas trade and investment offices. According to contract documents, the agency wants to “raise the profile of Scotland as an innovation nation to a C-suite business audience and [its] sphere of influencers.”
Six agencies pitched for the framework, which specified a “full-service communications agency capable of undertaking trade and investment-led public relations campaigns and activities in multiple languages and markets.”
Jane Martin, Scottish Enterprise's director of marketing and comms, stated that “a single, global contract offers us a much more flexible and cost-effective approach to promoting Scotland's offer in key international markets.”
“We will be able to deliver global communications strategies to raise awareness of those sectors and subsectors where Scotland has a strong competitive advantage and to shift resources when we need to,” she added. “This will enable us to get the most out of the best opportunities to build Scotland's reputation as an attractive location for trade and investment.”
Martin noted that “we're also anticipating savings of several-hundred-thousand pounds over the life of this contract by delivering in this way.”
It is understood that the newly integrated global contract reflects a recent restructuring at SDI, which merged its domestic and international teams.
An Ernst & Young UK Attractiveness Survey that was published in June highlighted that Scotland was once again the top performing region of the UK outside London for foreign direct investment last year.
In 2012, Scotland secured 76 projects, an increase of 49% compared with 2011 and its highest level in 15 years.
SDI's overseas strategy is to attract high-value jobs focusing on sectors including renewables, oil and gas, life sciences, food and drink, advanced technology, and engineering.
It is thought that SDI and FTI will specifically look to take advantage of the high-profile sporting events that will take place in Scotland next year, including the Ryder Cup and Commonwealth Games.
FTI's work will be globally coordinated out of London, New York, and Singapore, and will span all 20 countries in which SDI has a presence.
This story originally appeared on the website of PRWeek UK.