National Theatre of Scotland

The Challenge

National Theatre of Scotland wanted to bring one of Scotland's most iconic television comedies back to life through a nationwide theatre tour. With performances taking place across Glasgow, Edinburgh, Aberdeen and Inverness, the challenge was to generate excitement on a national scale whilst driving ticket sales in each individual market.

The campaign needed to maintain momentum over four months, keeping audiences engaged from the initial announcement through to the final performances.

Our Approach

We developed a nationwide integrated campaign designed to keep one of Scotland's best-loved comedies front of mind over a four-month tour, using every major media channel to build sustained awareness.

Every channel played a distinct role within the campaign, creating a connected media journey that reached audiences wherever they consumed media. Paid social, Google, premium digital display, Spotify, podcasts, radio, press and outdoor worked together to build anticipation, reinforce messaging and keep The High Life front of mind throughout the four-month tour.

Broadcast activity featured some of Scotland's best-known commercial radio stations, including Heart Scotland and Clyde 1, while press advertising appeared across leading national and regional titles including The Herald, The Scotsman and The List.

Outdoor advertising created a highly visible presence across Scotland's busiest transport hubs, with large-format digital screens and station advertising at Glasgow Central, Glasgow Queen Street, Edinburgh Waverley and Haymarket, alongside roadside and city centre formats supporting each tour location.

Creative celebrated the characters, humour and nostalgia that made The High Life a Scottish favourite. Hero artwork introduced the production, while cast-led content, behind-the-scenes footage and production trailers kept the campaign fresh, giving audiences new reasons to engage throughout the tour.

Performance was continually monitored throughout the campaign, allowing media investment to move between locations as demand evolved and performances sold out. This ensured budget remained focused where it could deliver the greatest impact while maintaining momentum from launch through to the final performance.

The Results

The campaign generated more than 2.08 million impressions, reaching a total potential audience of 678,000 people across Scotland. The integrated media strategy kept The High Life front of mind throughout its four-month tour, driving more than 52,000 website visits while supporting ticket sales across every venue.