Visit Scotland launched a UK wide advertising campaign to encourage people to come and experience the Outstanding Natural Beauty in some of Scotland’s local areas. Digital Spring was briefed for this campaign to reach an audience of birdwatchers and wildlife enthusiasts, to promote the areas of Dumfries & Galloway (D&G) and Aberdeenshire.
The campaign was split equally between both D&G and Aberdeenshire, and consisted of online destination editorial, print advertising, digital display advertising, sponsored emails and a competition.
The editorial content was delivered on Birdguides and Focusing on Wildlife supported by a competition for data-capture hosted on the Visit Scotland site. Each area also had a full page advert in both British Birds magazine and Wild Travel magazine, promoting the destination and competition. The campaign was amplified digitally with ad units running across all 12 of the birding and wildlife sites in the Digital Spring Wildlife portfolio.