![]() ![]() This provided fantastic content for others to share and engage with visitors – or perhaps attract some new ones.įor those a wee bit older and our international audience, we used visitor and residents' love of Scotland, or memory of the last time they visited, to create ambassadors for visitor management. To do this we worked with influencers to give this approach authenticity and we used channels that we knew would give us the best reach and engage our target audience. We used social media to reach younger audiences, using humour to convey our key messaging and ensure we're setting a more positive tone around the need to behave responsibly when visiting destinations. Key themes included camping, water safety, wildlife, Scottish Outdoor Access Code / littering. The aim was to inspire more responsible visitor behaviours, particularly across younger demographics. The campaign used humour to call out the problem bad behaviours we don’t want to see by showcasing the ‘spoilers’ behind the scenes. Spring 2022 saw the launch of our campaign ‘Keep Scotland Unspoiled’.
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