Themed Years case studies
Read business case studies from Scotland's Year of Stories 2022 and Year of Coasts & Waters 20/21.

How to maximise the Themed Year opportunity
Themed Years celebrate the very best of Scotland and its people
Case studies - Year of Stories 2022
In 2022, a wide range of businesses and organisations made the most of Scotland's Year of Stories. During the Themed Year, they told their stories through online content, campaigns and other activities.
Case study | Campaigns and content
Find out how Scotland’s tourism industry and other businesses created new campaigns and content to engage with the Themed Year.
Case study | Tours and attractions
Browse examples of how Scotland’s visitor attractions and tour guides celebrated the Themed Year and engaged with visitors.
Case study | Destination Marketing Organisations
Browse examples of how Scotland’s DMOs celebrated the 2022 Themed Year and engaged with visitors.
Case study | Publishing Scotland
Find out how Publishing Scotland created new campaigns and content to engage with Scotland's Year of Stories 2022.
Case study | NorthLink Ferries
Find out how NorthLink Ferries created new campaigns and content to engage with Scotland's Year of Stories 2022.
Themed Years
Get to know more!
Scotland’s Themed Years have been running since 2009 as a way to celebrate a particular side to Scotland that deserves recognition.
Case studies - Year of Coast and Waters 20/21
The Year of Coasts and Waters ran throughout 2020 and 2021. Businesses and organisations used it to inspire, engage and enhance the visitor experience.
Case Study | Historic Environment Scotland
Find out more about Historic Environment Scotland’s involvement with the Year of Coasts and Waters.
Case Study | National Trust for Scotland
Find out more about the National Trust for Scotland’s involvement with the Year of Coasts and Waters.
Case Study | NatureScot
Learn more about the wide range of activities they designed and delivered to celebrate the Year of Coasts and Waters.
Case Study | Dunnet Bay Distillers
Find out about the innovative new visitor experience they created to celebrate the Year of Coasts and Waters.
Case study | Sustainability
Read how Keep Scotland Beautiful and other organisations set up campaigns and projects created to align with the Themed Year.
Case study | Destinations
Discover how the tourism sector aligned with the Themed Year to showcase local areas in Scotland.
Toolkits
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We have a range of free toolkits that are ideal for helping you market your business.
Case studies - Water wellness
As part of Year of Coasts and Waters 20/21, we highlighted the growing trend for water wellness. Evidence showed that people were trying new activities. It also showed they were taking active steps to look after their health and wellbeing using our coasts and waters. We created five case studies highlighting businesses that were making the most of the trend. This includes activities such as paddleboarding and photography.
Case study | Welcome to Fife
Discover how tourism businesses showcased Scotland as a water wellness destination during Year of Coasts and Waters 20/21.
Case study | Quiet Landscapes
Discover how tourism businesses showcased Scotland as a water wellness destination during Year of Coasts and Waters 20/21.
Case study | Melvich Hotel
Discover how tourism businesses showcased Scotland as a water wellness destination during Year of Coasts and Waters 20/21.
Case study | Moffat SUP Hire
Discover how tourism businesses showcased Scotland as a water wellness destination during Year of Coasts and Waters 20/21.
Case study | The Coig
Discover how tourism businesses showcased Scotland as a water wellness destination during Year of Coasts and Waters 20/21.