Repositioning Dundee.

Problem

Dundee has strong momentum as a destination, but needed a fresh, creative idea to bring its new tourism strategy to life and firmly position the city as a must-visit, cool little city.

Insight

There’s no easy way to describe Dundee. It’s a mix of surprising combinations and unusual juxtapositions: big city culture in a small city, creativity everywhere, indoors and outdoors, big energy with space to chill. 

So I...

Wrote the confident tagline “It’s a Dundee thing”, a flexible platform to capture what makes the city cool, distinctive and instantly recognisable.

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From there, I developed the campaign messaging, highlighting the city’s mix of surprising contrasts.