Visit Hebrides, Scotland, UK
Visit Hebrides was a local campaign independent of the main Visit Scotland branding which was being initiated at that time. The client, the Western Isles council, felt they were being marginalised and proposed its own unique campaign for a very unique part of the country. The ad campaign - working in conjunction with marketing company 2047, ran in the national (including London) press, with ten targeted main sectors including golf, fishing, cycling, wildlife, outdoor, generic, birdwatching, sailing etc. A total of about 70 different ads ran cyclically in specific magazine and national press, in conjunction with targeted advertorials. Grayscotland Ltd designed the art direction and overall template feel, and each ad was carefully and individually crafted including copywriting, as well as researching and sourcing all images. The Visit Hebrides campaign was highly successful, leading to nearly double than normal the amount of tourists over the year, with bookings significantly up for air flights, hotel bookings, and related tourism activities across the board.