Making the South of Scotland famous
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- SSDA
- Year
- 2022
Scotland is a truly desirable tourist destination, but with the exception of the iconic Highlands and the Outer Hebrides, its regions lack standout. At just 2%, the South of Scotland barely registers on tourists’ radar. We needed to reveal this undiscovered and unknown place to the world.
With the help of a little robot, we launched a campaign to put the South of Scotland on the map. Incredibly the region was named one of Lonely Planet’s Top 30 Global Destinations on 2023, and it also featured in The Guardian’s Top Places to go on Holiday.
18.3% of Facebook users engaging with posts
10.4 m digital impressions with 11,043 reactions
351% increase to external links from the SSDA website
142,630 click-throughs to member websites
The work that The Union have done on Scotland Starts Here has been nothing short of fantastic. You only need to look at the measurements from the campaign to show its success to date – after day 1, an astonishing 45,000 people had engaged with the video.
Neil Christison, Regional Director, VisitScotland.
Working with the Union has been a joy from the very beginning. Having spent years as an area tourism partnership trying to establish a suitable USP for our region, the Union only went and nailed it within a couple of weeks. They then delivered an extremely stylish and well-targeted campaign to back up the proposition, and did so with slickness, aplomb and a level of overall professionalism that was second to none.
John Henderson, Scottish Borders Tourism Partnership.
