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Visit Scotland | Alba
Article published 01/09/2023

Our Partnership marketing team work by matching the right product and experiences to the right market. This is done through research and insight and through building relationships, identifying opportunities to amplify our key messages.

The team collaborate with a range of local and national businesses, companies and partners to spread the campaign reach as far as possible. We've pulled together a summary of the latest activity from our Partnership Marketing team.

Partnership campaign with Avanti West Coast and Glasgow Life

Our joint-funded partnership campaign with Avanti West Coast and Glasgow Life is now live. 

The campaign, the final phase of our push to support the reopening of the West Coast Mainline, will encourage more midweek breaks to Glasgow via train​ from London and key locations along the route in northwest England. 

Avanti is supporting the campaign with a £35 single lead fare from London - Glasgow (£18.50 from the northwest), to encourage more consumers to explore the many adventures Glasgow and beyond offers – from enriching cultural breaks to adventure-packed escapes.

avanti activity

Campaign influencer activity

Campaign activity

We worked with influencer @macerly to allow us to showcase the range of experiences that Glasgow and the surrounding area can offer. 

The campaign targets 'Curious travellers' who are looking for new and novel experiences and 'Food loving culturalists' which have the highest spend and enjoy value for money.

@Markerly created content for YouTube, TikTok and Instagram.

Follow @macerlyofficial on instagram

Watch influencer @Macerly on her trip to Glasgow via train

Results of our influencer activity with @Macerly


Average TikTok views


Average YouTube views

VICE Publishing activity

We are also working with VICE Publishing to promote Glasgow with the creative concept of 'Choose your own Adventure'.

Vice's audience see themselves are perpetual explorers looking for culturally rich destinations. According to VICE research 1 in 3 said that they like to use public transport on their travels to feel like a local. They have a potential reach of 6 million potential visitors in our target audience.

A suite of activity including editorial features and social media activity is underway on platforms including Facebook, Instagram and Twitter.

VICE publishing

Stats from the VICE publishing campaign

18 - 34

Age of target audience (Gen Z and Millenials)

7.4 - 8.7 million

Estimated audience size

Scottish Canals campaign

We teamed up with Scottish Canals to help top influencers in their hunt to find Nessie! Our Partnerships marketing team have teamed to promote the experiences that can be had along the Caledonian Canal which links to Loch Ness. The content is now live.

Read our article on the campaign

Loch Ness

Watch the video from travel influencers Kinging-It

We are excited to be partnering with Scottish Canals on their first influencer campaign. From sailing and sleeping on a boat in Loch Ness to getting up close with some Highland coos on a bike ride, this activity highlights the range of unforgettable experiences Scotland has to offer and provides a creative way to further support the recovery of the tourism industry.

Vicki Miller, VisitScotland Director of Marketing and Digital

What's coming up...

  • Beano and ScotRail

    Look out for another 'Blam-amazing' partnership campaign with Beano and ScotRail.

    This is an excting campaign to promote family friendly adventures during the October holidays.