Special Fringe broadcast
He’s considered the king of the British chat show and much-loved by the public so Graham Norton was the perfect fit to help us encourage more Brits to staycation in Scotland.
We sponsored his return to Virgin Radio for a one-off special live broadcast from the Edinburgh Festival Fringe on 9 August.
Norton, who was named an official Ambassador of the Edinburgh Festival Fringe last year, performed on-air ad reads encouraging listeners to explore Scotland this summer, during the three-hour show.
In the run-up to the broadcast, there were social clips and posts promoting the show and things to do in Scotland this summer, pointing readers and listeners to a campaign page.
The sponsorship was part of a wider domestic tourism marketing campaign, centred on Scotland’s events calendar, to get more people booking this summer.
It was actioned in response to visitor research that revealed booking intent for summer and autumn breaks from UK holidaymakers had fallen slightly compared to the same period in 2025, coupled with a rise in last-minute booking behaviours.
