The Falkirk Wheel

Case Study: The Falkirk Wheel

Reigniting national pride in a modern Scottish icon.
Transforming Scotland’s iconic destination for local and global audiences.

“Our campaign drove record-breaking visitor numbers — second only to Edinburgh Castle that year.”
— Source: Association of Scottish Visitor Attractions (ASVA)

The Challenge

The Falkirk Wheel, the world’s only rotating boat lift, is a marvel of Scottish engineering, connecting the Forth & Clyde Canal with the Union Canal in a half-turn of just five minutes.

Despite its global uniqueness, awareness and engagement were plateauing. Scottish Canals required a full-scale intervention to elevate the Wheel’s visitor appeal — locally, internationally, and among key influencers — across all aspects of the destination, from physical signage and temporary exhibitions to digital presence and media campaigns.

The goal: boost visitor numbers, enhance experience, and secure national and international recognition.

Our Solution

IDEAS led a comprehensive, multi-channel campaign to transform the visitor experience and reimagine the Wheel as Scotland’s modern engineering marvel.

Discovery & Strategy

We began by understanding all aspects of the destination: physical environment, exhibitions, signage, online presence, and audience touchpoints. This informed a strategic, audience-first campaign targeting:

• Local visitors seeking cultural experiences

• International tourists looking for iconic Scottish attractions

• Influencers and media to amplify reach

Creative Concept & Messaging

The campaign positioned the Wheel as “Scotland’s modern marvel”, celebrating:

• Its engineering ingenuity

• The spectacle and thrill of the rotating lift

• The immersive visitor experience

Messaging was tailored across touchpoints to resonate with diverse audiences while reinforcing the Wheel’s global and national significance.

Visual Identity & Destination Assets

IDEAS refreshed signage, temporary exhibitions, and visitor information, ensuring clarity, consistency, and visual impact across the site.
We also revitalised the website with engaging content and easy navigation to encourage visit planning.

Media & Activation

A coordinated media campaign leveraged:

• Cost-effective advertising (print, outdoor, digital)

• Social media and influencer engagement

• On-site visitor experiences and interactive elements

Every element worked together to guide, inform, and excite visitors, making the destination experience seamless and memorable.

Suggested visual element:

• Grid or carousel of signage, exhibition, website, and media visuals.

• Caption: “Transforming every touchpoint for a unified, engaging visitor experience.”

The Results

The impact was immediate and record-breaking:

• Visitor numbers reached an all-time high, second only to Edinburgh Castle that year (ASVA).

• Local communities, international tourists, and influencers were all actively engaged with the destination.

• The destination’s visual identity, messaging, and on-site experience were unified, elevating perception and engagement.

• The campaign established a benchmark for multi-channel destination marketing across Scottish Canals.

Key Highlights:
✅ Record-breaking attendance (ASVA)
✅ Seamless experience across signage, exhibitions, website, and media
✅ Strong local, international, and influencer engagement

What We Delivered

IDEAS transformed every aspect of The Falkirk Wheel, making it a world-class visitor experience and driving record numbers.
— IDEAS Campaign Team

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