Public Sector: Campaign breakdown - British Council Scotland

Agency: Consolidated PR
Client: British Council Scotland
Timescale: December 2008 onwards
Budget: Not disclosed

- The lowdown

The British Council has appointed Consolidated as its retained PR agency in Scotland following a four-way pitch run by the Recommended Agency Register.

- Why is the British Council doing this now?

To reflect an increased number of initiatives and to maximise the British Council's 75th anniversary next year. It has 7,300 people working in 110 countries to help build intercultural understanding through the arts, education and training, science and technology, sport, good governance and human rights.

- Who is being targeted?

It wants direct contact with partner Scottish organisations such as the education sector, arts and culture and the creative industry. In addition, political influencers at Holyrood will be targeted.

- The tactics?

Consolidated will be cementing links with Scottish partners. An example of this is the year-long initiative Scotland-Kolkata 2009, a series of events commemorating the cultural links between Scotland and India's third largest city.

- What else is the agency doing?

Other considerations include support for week-long cultural exchanges with overseas students, or tactical support around events such as the Edinburgh Festival.

- Any potential pitfalls? Edinburgh-based director of Consolidated PR Will Holt said: 'Reaching an eclectic array of stakeholders with the right message at the right time will be difficult.'

£430m - Annual turnover of the British Council.

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