Our responsible tourism activity is part of a collaborative responsible tourism campaign which was launched in March 2021, aimed to encourage visitors to get outdoors and care for Scotland.
This launched in tandem with our collective work with our visitor management partners to continue distributing responsible behaviour and tourism messages throughout spring, summer and beyond.
To spread this message we created a suite of content – including our hero film “Let’s Keep Scotland Special”, a responsible visitor promise and related aspirational content which encourages Scotland’s visitors to respect, protect and enjoy our landscape, communities and wildlife.
We promoted the campaign through a mix of channels including out of home, paid social, digital, radio, influencer marketing and our owned and earned channels.
Out of home advertising
To support the reopening of tourism we extended our campaign from April to June, promoting through the same mix of media channels.
Our messaging was revised on radio to reflect the travel restrictions being lifted or amended, and we extended 'out of home' activity to include petrol station ads and also digital ad vans for maximum reach and visibility. Each weekend in May, two vans displaying tactical responsible messaging were strategically driven and parked in locations around Loch Lomond and the Trossachs and Cairngorms National Park.
Paid social and digital activity continued with additional messaging around responsible camping and motorhoming and specific creatives to reach younger audiences.
The three strands of our tactical messaging are:
- Bin it or take it home with you
- Move on if it’s busy
- Keep dogs on lead near livestock
Let's keep Scotland special
Phase one activity results
Some of the results from our phase one activity include:
- 83% of Scottish adults (aged 15+) were reached at least once with our messaging
- 53% of Scottish adults (ages 15+) were reached at least three times
- 915,000 video views of our responsible tourism video through paid social and digital activity
- 31,000 page visits to VisitScotland.com
Our phase two activity is currently in progress and we'll report on those results once the campaign is complete.
We’re currently working on our summer plans which will include further activity targeting the domestic (Scotland based) audience with responsible tourism messaging. Meanwhile, our wider UK and Ireland activity will focus around the themes of days out, short breaks, family / gatherings, city breaks and wellbeing.
For the first time, we worked with creators on social media platform TikTok to create content on responsible tourism, to reach the 'Gen-Z' and 'Millennial' demographics with campaign messaging.
We worked with The Hebridean Baker and On The Road Again Travels who each created three videos on aspects of the campaign which connected with their content style.
We’re extending our support for influencer created content on TikTok through paid amplification of video content created by @ontheroadagaintravels.