To mark the launch of the online series, Frank created and executed a fully integrated campaign, 'Fare Well', that not only captured attention across the globe but certified Scotland’s standing as one of the leading New Year’s events in an environment like no other.

A visually captivating and emotive experience for online viewers, Fare Well saw hundreds of individual drones take to the skies to deliver one of the UK’s largest swarm drone shows. Using sophisticated AI software to choreograph their movements, the drones reached an altitude of 150m and displayed stunning imagery spanning nearly 200m wide above iconic Scottish scenery. Bringing together a powerhouse of incredible Scottish talent, the Fare Well show was set to an exciting new piece of writing by the award-winning poet and Scots Makar (Scottish poet laureate) and Jackie Kay. Renowned actors David Tennant, Siobhan Redmond, and Lorne MacFadyen lent their voices to bring Kay’s words to life.

Working around the filming schedule, Frank devised a four-stage media strategy to tease, announce, drive and then reflect on the Fare Well series. In the week leading up to the 31st, Hogmanay, Frank managed a dedicated print, online and broadcast press office, securing coverage on Reuters, Sky News, ITV News, BBC Breakfast, BBC News and rolling updates on Good Morning Britain along with a further 600 articles across international, national, consumer and regional media. As a result of the widespread international coverage generated, over six million viewers from over 50 countries watched Fare Well, including from the USA, Australia, Brazil, Japan, Canada, Mexico and France.