A successful summer of activity

Building on momentum

Following the success of our spring Days Out campaign, we built on the momentum with a Summer Breaks campaign in partnership with News UK and Bauer Radio.

Running from late May through to early July, the activity encouraged Scots to extend their adventures with overnight stays and discover great-value experiences a break in Scotland has to offer.

Activity included inspiring online articles on The Times and Scottish Sun websites, a four-page cover wrap in The Times Alba travel section, display adverts on thescottishsun.co.uk and thetimes.co.uk and sponsored stories on The Sun and The Times Meta accounts.

Key highlights from the campaign

As part of the activity we had a number of summer break trails on Hits Radio Scotland and Bauer local radio stations and sent Boogie and Arlene off on short breaks to West Lothian and Perthshire, so they could see, first hand, how great a break in Scotland can be. They shared their experiences on their morning show and throughout the day.

To bring it to life, presenters Boogie and Arlene took short breaks in West Lothian and Perthshire. They shared their experiences on their morning show and across the day, showcasing just how rewarding a Scottish summer break can be.

Highlights included:

• Inspiring digital content: feature articles on thetimes.co.uk and thescottishsun.co.uk

• Print visibility: a four-page cover wrap in The Times Alba travel section

• Digital promotion: display advertising across both news sites, plus sponsored stories on The Sun and The Times Meta channels

• On-air engagement: Summer Break trails on Hits Radio Scotland and Bauer’s local radio stations