Emma Hallington (VisitScotland Market Manager India, Middle East & Australasia) put Scotland centre stage at World Travel Market (WTM) in London this week.
Speaking as part of a seminar session focusing on developing content partnerships alongside Contiki Tours (part of the wider Travel Corporation group) and Unilad. The session was a sell out with nearly 600 people attending and standing room only!
Emma spoke about our recent content partnership with Contiki Tours that saw us work with US based influencer Cat Creature, an artist, video creator and Rhode Island School of Design Student, hailing from California.
Cat travelled to Scotland with Contiki Tours and with the support of the Year of Young People 2018, to immerse herself in the Trad Music scene, learn more about the roots of the music and how it's a big part of a lot of young people's lives across Scotland. She travelled from Edinburgh up through the Highlands to Inverness and back down to Glasgow meeting young musicians along the way.
The campaign was part of the overall Year of Young People 2018 marketing programme, our media partner was Unilad and we targeted the Australian, US and Canadian millennial market. The campaign was a great success with almost 825,000 views and an overall reach of 6 million.
You can take a look at the campaign content here.