Branding the largest Scottish Games in the nation.
Founded in 2005, Gallabrae has grown into the largest Scottish Games in the nation. We built a high-energy brand and crafted a successful marketing strategy that’s helped power them to the top.
// Developed brand identity, crafted brand strategy, and created all marketing campaigns
from start-up through current rebranding to Gallabrae, Spring 2012
// Partnered with regional baseball team for Scottish themed game day promotion to help
raise awareness in key family demographic prior to the Games
// News of the games spread globally and gained the attention of British royalty.
In 2009, HRH The Prince Edward made a premier appearance
// Attendance has risen to 20,000
// Grew from 2005 launch to the largest Scottish Games in the U.S. in 2011
// Winner of multiple advertising local and regional ADDY awards for their brand.
If you’re going to dream, dream big. At least that’s what we believe. So when the creators of the Greenville Scottish Games came to us in 2005 with an idea to start an event that could become one of the largest Scottish festivals in the country, we were excited to get to work. However, the national market is already crowded with Scottish Games of all shapes and sizes. We had to make Greenville’s Scottish Games stand out. And we had to make it grow—fast.
We launched their brand with a bold identity that honored the legacy and legend of the Scots, while also building meaningful ties to the Greenville community. Then, we introduced memorable, attitude-driven marketing campaigns, designed to provoke conversation. Our tactics ranged from traditional (print, tv, radio, public relations) to word of mouth driven. Partnering with a regional baseball team, The Greenville Drive, we hosted a Scottish Day at a baseball game to build anticipation for the festival. The cross-promotion exposed our brand to our target demographic, families, and generated more buzz for the Games.
In just six years, Greenville Scottish Games grew from a Friday night/Saturday event to a five-day festival that is now the largest Scottish Games in the nation. Growth this rapid attracted the attention of several influential Scottish leaders and in 2009, a premier appearance from HRH The Prince Edward. The royal fanfare, along with the Games’ incredible growth, prompted us to rebrand the Games with a name that accurately reflects the prestige and size of the experience.
It's time Woodward & Zwolinski got a fresh face and some new digs–room to grow, if you will.