January can often be a quieter month, filled with fresh resolutions and a slower cultural calendar. In the midst of this, Pitlochry Festival Theatre launched their twenty-first Winter Words Festival, and we were delighted to support them in capturing attention, building anticipation and driving audiences to this much-loved celebration of books, ideas and conversation.

This year also marked Artistic Director Alan Cumming’s first Winter Words Festival, with a programme personally curated by him featuring an “array of Scottish literary titans.” The festival promised an inspiring three-day experience featuring thought-provoking talks, engaging performances, relaxed literary lunches with award-winning chefs, and lively discussion across the weekend.

To promote the festival and drive awareness, we delivered a multi-channel campaign designed to make Winter Words feel highly visible, culturally relevant, and impossible to miss across key Scottish audiences.

Using impactful formats including multiple printed 4-sheets and digital 48-sheets across Pitlochry, Perth and Dundee – and extending reach into the Central Belt – we ensured strong on-the-ground presence. We also introduced a new format with eye-catching banners across Perth High Street, helping us increase visibility in high-footfall locations and build awareness in the lead-up to the festival.

Using impactful formats including multiple printed 4-sheets and digital 48-sheets across Pitlochry, Perth and Dundee – and extending reach into the Central Belt – we ensured strong on-the-ground presence. By using programmatic DOOH we also ensured our digital campaign drove results across the wider channel mix, delivering roadside and transport impressions across Glasgow, Perth, Pitlochry, Dundee and proximities. 

We complemented this with Google Display activity to reach users interested in literature, culture and events, utilising managed placements to secure space on high-traffic, trusted news and lifestyle environments such as Glasgow & Edinburgh Live, The Guardian and The Herald. In addition, targeted Admaxim ads enabled us to re-engage previous Winter Words attendees and wider book-festival audiences across Scotland, reinforcing messaging and supporting conversion.

By combining high-impact outdoor placements with smart, data-led digital targeting, we were able to build strong visibility, sustain momentum and reach both loyal festival fans and new audiences for Winter Words 2025.

Looking ahead to Winter Words 2026, we’re thrilled to once again support this much-loved literary festival, continuing to grow its reach, deepen engagement and help even more people discover the magic of Winter Words in Pitlochry.