The Royal Scots Club, a historic yet forward-thinking establishment nestled in the heart of Edinburgh’s UNESCO World Heritage New Town, launches its latest membership campaign designed to resonate with the curious. Reflecting on its rich legacy and contemporary appeal, and crafted in collaboration with The Union Advertising Agency, this campaign highlights The Club’s enduring commitment to inclusivity and connection in an age of remoteness and isolation.

From its inception in 1919, The Royal Scots Club has been a trailblazer in the world of members clubs. Founded in honour of those Royal Scots who fell in The Great War, it broke the mould by welcoming all ranks as members. It further became the first club of its kind to welcome female members in the early 1980s, and since the 1990s The Club’s membership has been open to all, regardless of military background.

The campaign aims to attract new members from all walks of life – with a specific focus on attracting working professionals. The Club offers a range of membership benefits from private dining, meeting and event facilities, lectures, evening talks, accommodation, and a serene workspace but most of all, it offers the opportunity to connect with new people and reignite your curiosity. In an era where people are increasingly seeking meaningful ways to reconnect, The Royal Scots Club offers a timeless yet contemporary haven to enable this. As members’ clubs experience a resurgence, The Royal Scots Club stands out by honouring its storied past while embracing the future, providing a space where long-standing and new members alike can find a sense of belonging and purpose through their shared curiosity.

Norman Soutar, Chairman of the Board of Directors at The Royal Scots Club, expressed his enthusiasm: “The campaign beautifully captures the essence of our Club—a place where tradition meets modernity, and where curiosity and connection flourish. We look forward to welcoming new prospective members who will contribute to and benefit from our exciting social events calendar and wide range of facilities.”

Michael Hart, Creative Director, The Union said: “It’s been a tricky act to pull off. On one hand, you’re all too keen to showcase the incredible array of distractions hiding behind the Georgian façade, but on the other, you don’t want everyone to know – just the right people with the right mindset. That’s why we focused on the curious. People who unite under the desire to learn and connect. The campaign execution aims to scout these people out by using an unusually, unbranded out of home execution – I won’t let you in on the secret but maybe check it out at Haymarket station. Only the curious deserve to be rewarded.”

For more information on The Royal Scots Club and its membership campaign, visit www.royalscotsclub.com or contact membership@royalscotsclub.com.