Visit Scotland campaign for Hostelworld
Role: Content lead
Hostelworld collaborated with the Scottish tourism board to promote Scotland to a backpacker audience, an untapped market for the country where the average visitor is 48-years-old.
To do this, the campaign showcased Scotland’s hidden gems including spectacular beaches, phenomenal nightlife and the boutique gin industry.
We created a content hub in 3 languages with city and country guides featuring influencer content and inspirational video. We also produced a display ad campaign, newsletters and a paid social strategy.
I led on the content strategy, microsite build, editorial production and copywriting for the campaign.
The campaign resulted in a 7% increase in bookings for Scotland year on year. The social campaign resulted in 190K visits to the content hub and 940K total video views.