Scotland Loves Local Gift Card to break new ground

Scotland Loves Local Gift Card to break new ground

We are very proud of the role that Message Matters (MM) has played in helping to create and promote the Scotland Loves Local campaign with our client Scotland’s Towns Partnership (STP).

Since July 2020, our work on the project has included leading its media, branding, marketing and creative operations – championing the drive for people to help their communities recover from the impact of the Covid-19 pandemic by supporting businesses local to them.

STP has also used the brand to work with Perth-based fintech Miconex to make Scotland Loves Local Gift Cards available in each of the country’s 32 local authority regions.

In Glasgow, the city council is using the card to help families through cost of living challenges.

It is sending Scotland Loves Local Glasgow Gift Cards pre-loaded with £105 each to 85,000 lower income households across the city. Those cards can then be spent with the hundreds of city businesses signed up to accept them.

The council is using money secured as part of a Covid economic recovery funding package for the Scottish Government.

The MM team is supporting STP as part of its work with the council in promoting the innovative use of the cards and making people across the city aware of the disbursement programme.

We are also helping to highlight that anyone can buy and spend with the cards, effectively as a local currency – reinforcing the message for people to think, choose and spend local.

Our work has included a launch event involving Scottish Government Business Minister Ivan McKee, Glasgow City Council Leader Susan Aitken and STP Chief Officer Phil Prentice.

Three of our regular collaborators – photographer Jamie Simpson, video production firm Studio27 and Giles Etherington of Brand Satellite – have also been working alongside us on the creative.

Find out more about the #ScotlandLovesLocal campaign at