VisitScotland: Keeping Scotland front of mind - the highlights

The perfect partnership

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VisitScotland is Scotland's Tourism Body and it's mission is to build a globally competitive visitor economy. It's a big task. 

Whitespace, an Isobar company and part of Dentsu Aegis Network, work as an extension of the VisitScotland marketing team providing an injection of strategic, creative and technical expertise where required helping to guide them and achieve their goals. In total we've worked on over 250 projects ranging from VR/AR experiences, interactives, films, animations and everything in between.

While we can't show them all, we've pulled together some of the highlights...

The Challenge

Find New Ways to Stimulate Visitor Growth

Tourism is one of Scotland’s largest industries - contributing £6bn to Scotland’s GDP. VisitScotland’s primary purpose is to 'stimulate new and sustainable growth in the visitor economy'. And it's mission is to ‘lead, support and contribute' to a collective effort to build a globally competitive visitor economy. It's a big task.

As the digital landscape changes and attention span shortens, it's essential that content is more creative than ever. We realised we had to create content that is interesting to the audience to capture their attention and keep Scotland at the front of mind. Content falls before our eyes and is gone before the blink of an eye.

The Approach

Innovative Content with a Heart

Working as an extension of the VisitScotland marketing team, we have concentrated on making high quality, engaging content that makes Scotland easy to discover and explore.

Digital technology allows this content to be easily distributed but at the heart of it all is narrative. 

The Results

500k     organic views (and counting) of our Guide to Scotland series.

221k     organic views of our Scots Gaelic: Explained video.

344k     organic views of our Guide to Driving in Scotland series

22k       referrals to VS partner website from our interactive maps such as Scotland's Gin Map

1.5m     views of our Winter Snapshot series on Facebook (plus 200k+ on YouTube)

2 FWAs  international awards celebrating the very best in digital innovation

‘Hot This Week’  our ScotlandVR app was featured on the App Store front page and grabbed 13.5k downloads in the first week

"We are incredibly proud of our country and we pour this into all the work we do for VisitScotland. It's made incredibly enjoyable by the fact we are working with equally passionate and talented individuals within VisitScotland.”

Charlie Bell, Creative Director, Whitespace, An Isobar Company

Isobar

Isobar is a global agency that delivers experience-led transformation for businesses and brands. Isobar solves complex business challenges through its Marketing, Experience Commerce, Products & Services, and transformation consulting offerings, enabling superior customer experience and driving growth. In 2019, Isobar won over 250 awards including 7 Cannes Lions with one Gold Lion in the Creative eCommerce category and was named a strong performer in The Forrester Wave Global Digital Experience Agencies Q4 2019. Isobar’s top clients include Coca-Cola, adidas, Enterprise, P&G, & Philips.

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