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. I led on the microsite build and editorial production.

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.