Scotland, Come Back

One of the biggest and most uplifting stories to come out of the World Cup has been the lovefest between Scotland and Boston. Scotland fans' enthusiasm for the city, along with their ability to drink the city out of beer, garnered local, national, and even international headlines. The bond has been so strong that it’s even led to Glasgow and Boston becoming recognized as “Sister Cities.” So as Scotland fans returned to Edinburgh and Glasgow after their team was eliminated, Meet Boston wanted to let them know they'll always have a warm welcome back.

Moving quickly, Allen & Gerritsen designed and secured prominent OOH placements through its media partner Billups in Scotland’s two major cities to coincide with the Tartan Army’s (Scottish fans’ unofficial name) return home. The creative agency leaned into the Scottish fans' long-standing practice of putting cones on statues' heads, a playful gesture they had replicated throughout Boston, turning the city's historic landmarks into a viral social media hit. They also used headlines that spoke directly to the cities' new shared moments - the fact they drank many bars out of beer the first weekend, and the use of their famous chant “No Scotland, No Party.”

Many international travelers were understandably hesitant about the experience they would have in America. Boston's complete embrace of the Scottish fans stood in stark contrast to this concern, organically showcasing Boston as a destination that is open, welcoming, and inclusive for visitors from around the world.