VisitScotland campaign activity


Our key target audiences


The Year of Young People 2018 will offer even more opportunities for young people and their families to enjoy a trip to, and around Scotland. From adrenaline filled adventure breaks, breath-taking road trips and buzzing music festivals to the great outdoors, cultural experiences and family camping holidays, Scotland offers endless things to see and do during the celebratory year.


As part of VisitScotland’s strategy for Year of Young People 2018, there are three key broad audiences that we aim to engage with and attract:


1. Young Scots

2. Millennial Generation

3. Families


VisitScotland is already placing young people and families at the heart of our activity. Below you can find examples of some of our early campaigns linked to the year, please check back for more examples as our plans evolve over the coming months.


Landyachting with Blown Away on West Sands

E4 Campaign


VisitScotland and E4 launched a unique interactive TV campaign that invited viewers to take part in and direct a series of ads across a week in September 2017. Viewers were able to vote on the activity the six young travellers were to partake in the following day. The ads are hosted on our consumer YouTube channel, please feel free to share these on your channels if relevant.


Trad Music Campaign


In 2017 Millennial Scots were encouraged to connect with the Spirit of Scotland through an innovative marketing campaign highlighting our dynamic musical heritage.


The aim was to inspire young Scots to engage with their country’s exhilarating contemporary traditional (Trad) music scene and discover the many amazing and unique Trad concerts and festivals held across Scotland, as part of the Year of History, Heritage and Archaeology 2017.


Social Tourism Campaign


In 2016, VisitScotland launched a project that enabled vulnerable and disadvantaged families in Scotland to get a short break or day out in their own country. 254 families – many of them excluded from tourism by poverty and other social challenges – were given the opportunity to experience the magic of a Scottish break or day out for themselves.


Family Holiday Breaks


A dedicated page has been created on to help families find inspiration and tips for their holiday in Scotland. This includes information on family-friendly accommodation, attractions, and fun days out for kids.



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