If the good looking cast of the show Outlander isn’t convincing more people to plan their next vacation for Scotland, VisitScotland is hoping their #ScotSpirit campaign will. Across their social profiles, VisitScotland is sharing photos from various visitors showing off their #ScotSpirit as they made their way around the countryside:
You definitely have to have #Scotspirit to climb up the pinnacles of Stac Pollaidh!
A genius use of UGC, VisitScotland is careful to tag the photo owners, prompting many come back to thank them for sharing their work, as in this example on Facebook:
A perfect example of tapping into your pool of fans, followers and customers (some of whom might even accidentally be influencers) in a way that’s mutually beneficial to both of you. VisitScotland draws from the fan posts made on their Facebook as well as photos posted using the hashtags #LoveScotland or #ScotSpirit on Instagram. Then they took things a step further and brought on a PR firm to tap another sense apart from sight. Smell.
“The founders — a musician and an architect — were so inspired by the Scottish Highlands and the country’s ancient Celtic culture that they created the Hylnds fragrance line. It’s said that smell is our most evocative sense, and one whiff of Bitter Rose, Broken Spear (one of the three fragrances in the line) promises to flood the synapses with thoughts of “smelted iron, bitter rose, and melancholy thistle.” Another, Isle Ryder, supposedly whisks you away to the glens scented with spruce, fir, and wildflowers. “
A fantastic and unique addition to the purely visual marketing travel and destination campaigns normally concentrate on.
Outside of any particular campaign, VisitScotland is also wonderfully responsive on their Facebook Page, encouraging commenters to share their advice or ask their questions in their their online community, and even bantering in a brand-appropriate way when commenters get a little cheeky:
An all-around fantastic approach to social management on top of a campaign with truly unique elements. Well done, VisitScotland.