Celebrating Scotland’s Creatives

The Challenge

More of an opportunity than a challenge, Tea Green Events celebrated its 10th anniversary in 2024.

To mark this milestone, owner Joanne McFadyen decided to double the number of independent makers’ markets she brings to some of Scotland’s most prestigious cultural spaces each year, including V&A Dundee, National Galleries of Scotland, Kelvingrove Art Gallery and Museum, Bowhouse in Fife, and Aberdeen Art Gallery.

Rightly so, Joanne was eager to mark the occasion by attracting more visitors and, most importantly, showcasing the incredible artists and designers whose talent makes her markets such a success.

Moving on from the anniversary, Joanne was eager to keep the communications going, particularly around the Colour Friday campaign which urges people to ditch Black Friday consumerism and shop independent.

The Solution

Tasked with promoting the milestone and celebrating the immense creative talent on show at these events, I created an ambitious, Scotland-wide comms plan to bang the drum for Tea Green.

Working strategically through the different venues, I created a raft of bespoke, regional stories to celebrate the individual events, tapping into makers from different localities and highlighting the impact Tea Green Events make on the venues themselves.

Now, with 2025 in full swing, we’re preparing to shout about this year’s calendar of events!

The Impact

During the decade celebration alone, I secured over 20 pieces of publicity for Tea Green Events, from radio and TV to print, online and community magazines, driving footfall, building the Tea Green Brand and attracting new designers and artists to get in touch to display their creations in the months ahead.