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Article published 31/10/2023

Working with DFDS to encourage year-round travel

We've partnered with DFDS in a new partnership marketing campaign to help encourage year-round travel. The new digital campaign aims to inspire potential visitors to Scotland by ferry, using DFDS Seaways routes connecting mainland Europe to the UK. 

We're highlighting the unique sights and experiences on offer at this time of year. Visitors travelling during the traditional off-season months can enjoy a stunning array of colours as the seasons change, clear dark skies and cosying up by the fireside after a long day exploring.

More about the campaign

The campaign plays on a sense of adventure, appealing to those thinking of Scotland for a touring holiday with their car, motorbike or motorhome with the call to action to travel to Scotland with DFDS on their Amsterdam to Newcastle service.

Inspirational videos have been running across social media platforms Pinterest, Facebook and Instagram since the end of August. The campaign is taking advantage of automated technology media buying platforms Quantcast and Dentsu Programmatic to target and reach potential consumers more effectively with relevant online display advertising. The aim is to ensure Scotland and DFDS are front of mind with those booking a last-minute trip in 2023 and those thinking ahead to spring 2024.

See what the German campaign landing page looks like

DFDS campaign creatives

Examples of Facebook posts during the campaign

The campaign has included regional imagery from across Scotland, including the South of Scotland, Edinburgh & the Lothians, Aberdeenshire, Arran, and Loch Lomond & the Trossachs, based on insights that show German and Dutch visitors like to tour far and wide when they travel to Scotland.

The initial campaign comes to an end on 22 October. It will be followed up by two additional campaigns, delivered in partnership with Visit East Lothian and the South of Scotland Destination Alliance that will run until November.

These smaller campaigns will take advantage of the warmed-up audience to drive further regional spread off the earlier activity.

This latest activity continues a decade-long partnership with DFDS Seaways and aims to build on the success of previous joint campaigns to help support the continued and responsible recovery of the industry.

instagram activity

Campaign influencer activity

Watch the Instagram reel from @theedinburghspaniels

Partnership working is at the heart of what we do and our collaboration with DFDS Seaways will help drive international tourism from these key European markets.

Vicki Miller, VisitScotland Director of Marketing & Digital

Our partnership with VisitScotland is a perfect match thanks to DFDS’ presence in the Netherlands and Germany, and VisitScotland’s expertise on Scotland’s beautiful destinations.

Philipp Päper, DFDS Seaways Head of Route Marketing North Sea

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