Keep Scotland Unspoiled
Spring 2022 saw the launch of our campaign ‘Keep Scotland Unspoiled’. The campaign used humour to call out the problem bad behaviours we don’t want to see by showcasing the ‘spoilers’ behind the scenes. The aim was to inspire more responsible visitor behaviours, particularly across younger demographics.
Key themes included camping, water safety, wildlife, Scottish Outdoor Access Code / littering.
Target audience
We used social media to reach younger audiences, using humour to convey our key messaging and ensure we're setting a more positive tone around the need to behave responsibly when visiting destinations.
To do this we worked with influencers to give this approach authenticity and we used channels that we knew would give us the best reach and engage our target audience. This provided fantastic content for others to share and engage with visitors – or perhaps attract some new ones.
For those a wee bit older and our international audience, we used visitor and residents' love of Scotland, or memory of the last time they visited, to create ambassadors for visitor management.
We took an emotional approach to celebrate what makes Scotland so special, calling upon visitors to protect it. And we celebrated the incredible sights, sounds, moments, and magic our followers expect from us –asking for their help to protect them.
Campaign activity
Activity included a mix of radio, YouTube, social media and publishing through media partnerships – all targeted to reach and engage these key audiences.
We continue to promote key visitor management messages across our activity.
SPOILER ALERT! Here’s the four films available for you to share with your visitors… the campaign may have ended for now, but you can still use the films.
