THE Union have won a prestigious Marketing Week Effectiveness Award for Historic Scotland.
The agency picked up the Phoenix Award for brands that have been turned around by marketing or that have managed to thrive in times of threat.
The award was won by M&S in 2006. The other shortlisted brands this year were KFC and Ferrero Rocher.
Pauline Lamb, senior account manager at The Union and author of the winning entry, said: “The case study demonstrated how Historic Scotland’s long-term event-based strategy allowed them to outperform the market and keep the brand buoyant.
“Other tourism organisations saw their share of visitor numbers decline over the same period, as consumers became exposed to more and more entertainment and leisure options.”
Rebecca Hamilton, marketing and media manager at Historic Scotland, said: “We are absolutely delighted with the result. It’s great to see the success of our marketing communications being recognised at a national award level.”
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