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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 microsite build, editorial production and content strategy 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.

It takes a village

I was one of many working on this campaign including the extraordinary Partnerships, Social and Content, Product and Design teams at Hostelworld and many talented content creators.

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