Tartan Crew Campaign Launched
- Bart Forbes
- 1 day ago
- 2 min read
Updated: 9 hours ago
The Council of Scottish Clans and Associations (COSCA) is flipping the script on heritage outreach with the launch of its bold new media campaign: “Tartan Crew.” Designed to resonate with Generation Z, the campaign swaps dusty tartan stereotypes for neon vibes, authentic voices, and digital-first storytelling.
Rebranding Tradition: From “Join a Group” to “Hang with the Crew”
At the heart of the campaign is a linguistic shift that speaks Gen Z’s language:
“Hang” replaces “join,” inviting young people to casually connect rather than formally commit.
“Crew” replaces “group,” emphasizing camaraderie and shared identity.
“Tartan” becomes a catch-all symbol for Scottish pride—representing clans, St. Andrew’s Societies, Highland Games, and diaspora communities alike.
This isn’t just a rebrand—it’s a cultural remix.
Visuals That Pop: Lime Green, Hot Pink, and Bold Graphics
Forget muted tweeds. The Tartan Crew aesthetic is unapologetically loud. For the logo, lime green and hot pink dominate the color palette - chosen for their popularity among Gen Z audiences. Graphics are bold, kinetic, and meme-friendly, designed to stop thumbs mid-scroll.
Real Voices, Real Trust: Gen Z Spokespeople Lead the Way
Authenticity is key. COSCA is recruiting young Scottish Americans as “influencers” to serve as campaign ambassadors. These spokespeople share personal stories of discovering clan connections, highlight inclusive heritage experiences, and speak in their own voice with no scripts and no filters. By putting real people front and center, COSCA builds trust and relatability.
Platform Power: Where the Tartan Crew Hangs Out
The campaign will roll out across Gen Z’s favorite platforms: TikTok, Instagram Reels, and YouTube Shorts. Each video runs less than a minute and is optimized for mobile viewing with captions. The viewers are asked “why hang with the Tartan Crew?” Then a variety of spokespeople aged 21 to 30 provide their own reasons on why they connected with the Scottish heritage community. Viewers are told to “find your Tartan Crew” on a COSCA webpage that provides links to Highland Games, local organizations, and clan and family societies.
Why It Matters: Heritage That’s Inclusive, Accessible, and Alive
COSCA’s “Tartan Crew” isn’t just about marketing—it’s about reimagining Scottish heritage for a new generation. By meeting young people where they are, using language they love, and visuals they vibe with, COSCA hopes to democratize access to clan history and cultural identity, foster intergenerational leadership, and build bridges between tradition and innovation.
As COSCA continues its mission to support Scottish heritage societies across the U.S. and beyond, “Tartan Crew” signals a bold new chapter—one where kilts meet TikTok, and clans become crews.
Fund the Tartan Crew here:
Learn more here:
Do you know someone aged 21 to 30 who enjoys the Scottish heritage community? Contact Communications Chairman Bart Forbes at cosca@bforbes.com.