Skip to main content
Visit Scotland | Alba
Article published 09/11/2022

Raising awareness of Scotland's regions

Working with influencers can be a great way to boost exposure to your marketing campaigns. This year, we've been fortunate to work with several influencers to support and raise awareness of our marketing activity and at the same time, highlight the amazing regions across Scotland.

Our teams have delivered campaigns including Spirit of the Highlands and Islands and Keep Scotland Unspoiled as well as partnerships with Caledonian Sleeper, CalMac Ferries and GoPro, all of which have resulted in brilliant content featuring regions in the west of Scotland.

Why work with influencers?

Collaborating with influential social media creators on a campaign or new product can add a lot of value to your existing marketing strategy: 

  • A new audience: Depending on which influencers you choose to work with, your campaign or product could reach a whole new demographic or audience that isn't yet following or engaging with your brand.
  • Trust and engagement: Influencers work hard to build a community that enjoys and engages with their content including the brands they promote, use, and interact with. A dedicated following also brings trust and followers are more likely to trust the review of a brand from influencers they interact or follow on a daily basis. 
  • Expertise: Working on social media campaigns and content is an influencers bread and butter – not only can they bring a new audience and high engagement, but they can bring their own expertise and ideas to your campaign.

Discovering the west coast of Scotland

Our partnerships and marketing teams have worked with some great influencers to create content in the west of Scotland which highlights the destinations to followers around the world.

Take a look at some of the campaigns and content created to support our marketing activity.

Travelling on the Caledonian Sleeper with Postcards by Hannah

With a following of over 281,000 on Instagram and a travel blog with endless inspiration and travel tips, Postcards by Hannah was a great addition to our partnership campaign with Caledonian Sleeper.

Her content to support the campaign included a blog sharing her journey from London to Glasgow on the overnight train, a Glasgow travel guide on where to stay and what to do and posts on her Instagram account which were liked collectively more than 18,000 times and commented on over 350 times.

Visit the Postcards by Hannah blog

Caledonian Sleeper Train Exterior

Caledonian Sleeper Train, Credit: Lucy Knott Photography

The Adventure Addicts go exploring in Scotland with the latest GoPro

Choosing Scotland as the first destination for the launch of the GoPro 11 camera, the global brand worked with us to coordinate a trip for influencers "The Adventure Addicts" that would showcase everything the camera could do.

The trip was based predominately on the Isle of Arran and the Isle of Skye as well as stopovers in Glencoe, Glasgow, and Edinburgh to capture vibrant city footage as well as the iconic landscapes.

The influencers captured some fantastic footage on the new camera, which has been shared on their own Instagram and TikTok channels with a combined following of 150,000 followers, as well as GoPro's Global and regional social media channels. Collectively, the content has potentially reached a 22.1 million followers.

Visit The Adventure Addicts Instagram to see how Scotland looks on the GoPro 11

Full-time influencer family Flying the Nest enjoy discovering the west coast

Influencers Flying the Nest have over 1.3 million followers across their YouTube and Instagram channels following their adventures around the world.

Working with CalMac Ferries, we teamed up with Steven, Jess and their baby Hunter who travelled by ferry to Arran, showing their followers how to explore Scotland by a different mode of transport. The family enjoyed their trip so much, that they posted an additional two videos on their YouTube channel of their trip on the Caledonian Sleeper and to the Isle of Skye. 

Foraged by Fern shares an adventure on Argyll & the Isles

"When I close my eyes and think of the Scottish Highlands, a dream-like place unfolds before me." That's how influencer Foraged by Fern starts her blog on her trip to Argyll & the Isles which exceeded her expectations.

Covering epic landscapes, locally sourced food and drink, ancient monuments, perfect places to stay and wonderful wildlife, her blog article – supporting our Spirit of the Highlands and Islands campaign – brings to life a packed four-day itinerary in the region. 

Read Foraged by Fern's Argyll & the Isles blog

Watch her 'Scotland Trip' Instagram video shared with her 104,000 followers.

Dear Natasha Lou demonstrates responsible travel on Arran

As well as our work with partners, our own campaign 'Keep Scotland Unspoiled' has been an important piece of activity to help both visitors and locals enjoy Scotland safely and responsibly.

Having built relationships and trust with her online community, and on her own journey to be a more responsible traveller, influencer Dear Natasha Lou teamed up with us to visit the Isle of Arran to promote a slower, more responsible way of travelling. Natasha shared her trip and tips for responsible travel on her blog and with her 35,000 followers on Instagram.

Read Natasha's tips for responsible tourism on her blog

Girl standing look up at Machrie Moor Standing Stones

Image from Dear Natasha Lou Instagram 

Related links