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Article published 19/06/2024

Galloway and Ayrshire UNESCO campaign

We’ve been working with Galloway and Southern Ayrshire UNESCO Biosphere in our recent marketing campaign.

The Biosphere was included in the National Geographic’s Cool List 2024 , highlighting the coolest destinations to visit. It was the only Scottish inclusion. The campaign aimed to capitalise on this momentum.

Find out how the marketing campaign performed within this article.

UNESCO trail

Galloway and Ayrshire UNESCO Biosphere

About the campaign

The campaign was joint funded with Galloway and Southern Ayrshire UNESCO Biosphere to drive awareness of what the Biosphere is and the wealth of sustainable experiences that were available to visitors between January – March 2024.

We used a combination of paid social, on both Facebook and Instagram, with the objective of driving traffic to the dedicated landing page on

Key target audiences for this campaign were identified as domestic visitors from the central belt and North England. As well as visitors interested in nature and those seeking adventure.

Visit the campaign landing page on

Key stats from the campaign

3.9 million



link clicks


visits to the landing page


seconds average dwell time

Additional activity

  • we issued a press release to media, you can read this on our media centre
  • we updated Scotland’s UNESCO Trail Industry Toolkit 
  • we included the Biosphere in international activities in the US and Germany.
  • partner support from the South of Scotland Destination Alliance spotlighted the Biosphere as part of late winter / early spring publishing activity with Reach Media

German marketing article

German marketing example with Skyscanner

Related links