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Visit Scotland | Alba
Article published 10/02/2020

In October 2019, blogger Heart My Backpack (Silvia Lawrence) spent a week exploring Shetland which she featured on her blog and social media channels. The activity aimed to reach a younger, adventurous audience, and promote nature, outdoor adventure, slow tourism and wellbeing. The activity was carried out through a paid partnership between us, Promote Shetland and NorthLink Ferries.

Heart My Backpack | audience

Heart My Backpack’s audience is predominantly female (72%) with 49% being based in North America and 42% from Europe. Her followers are a younger demographic, with 66% being under 35. They’re interested in travel and focus on finding hidden treasures and like to travel off the beaten path.

Blog posts | the results

The blog posts aim to promote Shetland as a destination for a slow adventure escape. She posted 13 experiences you need to have in Shetland and How to spend a week in Shetland and they’ve had combined page views of 8,354 and 131 shares. Why not have a look and share these blogs with your visitors?

Video | watch and share

This is a short highlights video of Heart My Backpack’s trip including petting Shetland ponies, hiking along the Eshaness Cliffs and Hams of Muckle Roe, tracking otters with Shetland Photo Tours, following the Shetland Craft Trail, and experiencing Shetland Wool Week. You can access the video on YouTube and share it on your social media channels.

Social media activity | the results

Heart My Backpack shared her trip across Twitter, Facebook and Instagram. Posts included images as well as links to her blogs and the short highlights video.


She tweeted seven times about her trip to Shetland which combined were viewed 140,263 times and had 6,039 engagements.



On Facebook, her five posts were seen by 60,646 people and her posts were engaged with 9,313 times.




On Instagram, she shared five posts about her visit, as well as 52 Instagram stories. Her posts received 94,699 impressions, 6,162 likes and 166 comments, and her stories were viewed a total of 86,911 times.



We work with influencers and content creators throughout the year and across the country to help encourage the regional spread of visitors and to encourage people to visit outside the peak summer months.