Growing the ranks of the Royal Scots Club

The Club was founded in 1919 as a vibrant, welcoming space to commemorate the fallen of the Royal Scots Regiment. But despite its unparalleled heritage and progressive ethos, the Club was perceived as being traditional, male-dominated and military-only. With a declining attendance rate, it was at a real risk of closing. 

We needed to help future-proof the Club by securing financial sustainability through attracting a new, diverse generation of professionals and reposition the brand as an inclusive, vibrant social hub for all. 

From research, analysis and audits, our core brand truth emerged: the Royal Scots Club thrives on curiosity. It is a place where engaging conversations, novel experiences, and intellectual stimulation take centre stage. This proposition was designed to appeal to our target audience’s desire for deeper, more meaningful interactions. It also directly challenged outdated perceptions, inviting a new audience to explore what it had to offer as both a club and a venue. 

We developed a multi-channel approach blending digital innovation on Meta, Spotify, Google ads, SEO and content marketing, with bold OOH and press ads that triggered interactive video content to engage passersby and challenge their curiosity. And that it did.