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.