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Article published 13/06/2023

Matching the right partners with the right product

When collaborating with partners – it’s all about shared goals. Do our potential partners share our responsible tourism ambitions? Do partners support seasonal and geographic spread? By ensuring we have the right partners we can match the right product or experience to our activity.  

We've been shaping up some exciting new partnership marketing campaigns. And, building on the success of some of our previous activity. 

In this update: 

Caledonian Sleeper and Glasgow Life | the “baffies” are back

Our popular Heilan Coo “baffies” campaign with Caledonian Sleeper and Glasgow Life went live this month (9 June).    

This exciting new campaign encourages overnight train travel from London, waking up to the magic of Glasgow and beyond.  

We're promoting incredible experiences that await consumers when they arrive in Scotland.  

A mix of digital billboards in London Underground, social media adverts and influencer activity will do just that. 

Images of our “baffies on tour” appear in a variety of amazing Scottish landscapes including:  

  •  The Helix: Home of The Kelpies, Falkirk 
  • Luss, Argyll and Bute

  • Kelvingrove Art Gallery & Museum and Pollok House and Country Park, Glasgow Botanic Gardens and the University of Glasgow 

Also, ScotRail are offering a 20% onward travel discount to Caledonian Sleeper customers. Allowing visitors to stay for longer and explore more of Scotland during their visit. 

Museums Galleries Scotland | phase two

We teamed up for phase two of our campaign with Museums Galleries Scotland.

This activity promoted museums and galleries across Scotland's eight cities. And, to spread the word that there is a museum or gallery in Scotland for everyone to enjoy.  

We worked with a group of Scots-based influencers to help us share the message and reach a variety of new audiences.  

The content created received over 31,000 video views and reached over 109,000 people on social media.  

Introducing the influencers and some of the content created:  

Provost Skene House

Provost Skene House, Aberdeen


Visited the Stirling Smith Art Gallery & Museum, Provost Skene’s House and The Argyll and Sutherland Highlanders Regimental Museum. Find out how John got on exploring Stirling. 

Twitter post


Visited Verdant Works in Dundee which resulted in a fun-filled family short video post and blog.

Read the blog


Headed out to The Black Watch Castle & Museum in Perth. Head over Instagram to see these posts.  

View Twitter posts


Captured stunning images of Lauriston Castle in Edinburgh and Inverness Museum and Art Gallery.

Check our Lauriston Castle on Instagram


Ventured to the Gallery of Modern Art and Glasgow Women’s Library in Glasgow. Then headed onto Dunfermline Carnegie Library & Galleries in Fife. Head over to their TikTok account to view their series of short videos.  

TikTok videos

Hostelling Scotland

In a previous update we mentioned planning a brand-new campaign with Hostelling Scotland.  

Our activity aimed to draw attention to hostels as a sustainable and accessible accommodation choice. And of course, dog friendly.   

Influencer, The Edinburgh Spaniels, re-shared content from a previous trip. This generated over 752,000 views combined across TikTok and Instagram. 

"The Edinburgh Spaniels" are a trio, comprising of Hollie and her two, trusty, spaniels Hugo and Spencer.  

The three also featured in The Times, sharing their trip, staying at Torridon, Ullapool and Achmelvich hostels.

Check out the TikTok video

image showing a newspaper and a dog

Reaching more with UNILAD Adventure

We also teamed up with UNILAD Adventure to further amplify our activity with Hostelling Scotland. This took the form of a publishing partnership. This means UNILAD got behind the content and widened our reach, though a series of articles. 

The results are positive, with a reach of over 1.2 million and 45,000 views on TikTok. 

We created two pages about hostelling on to complement this campaign. webpage

Activity coming soon:

  • Scottish Canals

    July will see the start of a new campaign working with Scottish Canals.

    Together we'll promote the incredible adventures and experiences that can be had on and along the Caledonian Canal. More to come on that. 

  • Avanti and Glasgow Life

    This summer we’re teaming up as part of a trio to deliver an exciting new campaign.

    This activity will promote trips from London to Glasgow, as a hub to explore adventures across Scotland. Watch this space.

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