In a bid to capture the UK, French and German visitor markets, as part of our autumn and winter marketing activity, we partnered with Tripadvisor on a series of multi-channel activities.
The campaign, which began in October 2025 and runs until the end of March 2026, uses content on Tripadvisor, supplemented by paid-for social adverts, and influential podcasts that matched our targeted demographic.
We partnered with the global online travel brand as our research shows that during the planning phase of a trip, travellers visit Tripadvisor two to three months before booking. This presents an opportunity for us to engage with a captive audience and help influence bookings.
The campaign focused on seasonal themes of wellness, landscapes, escapism and nostalgia.
On the Tripadvisor website, we have a dedicated Scotland in Season content hub offering seasonal inspiration on what to do and where to stay during the winter and spring months. Results so far show a longer dwell time spent on the content hub than projected.
To complement the Tripadvisor content, we sought out trusted influencers with podcasts that connected with our campaign themes.
Dig It with Jo Whiley and Zoe Ball created a four minute host-read for VisitScotland for their podcast, Instagram, and YouTube, where they discussed why listeners should visit Scotland related to their own personal experiences.
That’s Just Wild podcast with Steve Backshall, Lizzie Daly and Sarah Roberts hosted a special Scotland-themed 40-minute episode on ‘Orca Adventures, Magical Pine Martens and Sassy Baby Eagles’.
We also created sound-scaped podcast adverts for Spotify in the French and German markets.
437,000
Views of Dig It Instagram reel which had 35 reposts and 7,755 likes and 401+ comments
77,000
That’s Just Wild podcast listens which totalled 4.6 million minutes
62,000
Impressions across all markets of Scotland in Season content hub
292,000
Listener minutes of Spotify sound-scape ads with a low skip-rate