Agency: Weber Shandwick Scotland
Client: Scottish Enterprise
Timescale: February to July 2009
- The lowdown
With the Scottish shipbuilding industry thriving, the industry needs more employees to satisfy demands. Scottish Enterprise's The Future is Ship Shape campaign aims to attract more than 1,000 people to work in the shipbuilding industry in Scotland over the next few years.
- Why is the campaign happening now?
The industry has several impressive contracts, including the £3.9bn Royal Navy Future Aircraft Carrier project to build two new aircraft carriers, the largest ships to ever enter service with the Royal Navy.
- Who is being targeted?
Key audiences include impending school-leavers, adult apprentices, university graduates and skilled workers in other sectors. Also targeted are parents, careers advisers, teachers and job centre staff.
- What are the tactics?
The story has been drilled down to focus on its main components: that the Scottish shipbuilding industry is thriving despite the credit crunch and more than 1,000 jobs are up for grabs; and that Scotland must retain its crown as the centre of excellence for warship construction.
- What other activities are on the agenda?
Weber Shandwick is planning an integrated campaign with marketing company Tangible. It is targeting, among other groups, school children via online social networking on Bebo. It will also arrange press trips to Govan shipyards, and drip feed positive stories to media.
- Any potential pitfalls?
Positive messages could be lost in the wider economic crisis.