Since we began working with VisitScotland there has been a lot of talk in the Cow office of how beautiful a country it is and discussions of where we’d go if we were planning a trip. Instagram features heavily in these discussions – obvs – and just a few minutes of scrolling though the thousands and thousands of Insta posts with the #ScotSpirit hashtag was pretty inspiring!
Back in the day, holidays tended to be booked through a high-street travel agent. But these days holiday planning is a digital experience. And with the rise of Instagram, it’s increasingly a social media one too. In fact, 61% of all Instagram users say that they use the app to plan their trips to a new place. The problem, however, is that there’s a little too much #Inspo to make sense of it all.
Which got us thinking… how about we combine the new-age trend of Instagram holiday inspiration with the old-fashioned hands-on experience of a physical travel agency?
That’s exactly what we did: creating the first ever Instagram Travel Agency! The agency allowed visitors to craft bespoke holidays based entirely around other travellers’ Instagram pictures of Scotland’s sights, restaurants, experiences, hotels and more.
Upon arrival, Instagram inspiration was delivered via a resplendently crisp floor-to-ceiling screen displaying hundreds of Instagram photos of Scotland. At this state-of-the-art picture wall, visitors, with the assistance of staff, selected their favourite Instagram images. The staff then used a customer’s cherry-picked Instagram pictures to curate their perfect Scottish holiday itinerary.
We had lots of Londoners, and in particular millennials – the key target for VisitScotland – coming down to the agency and the media loved it with many commenting on what a great idea it was. Coverage wise, we achieved over 150 pieces including six nationals such as MailOnline, The Sun, Daily Mirror and Metro print. The Evening Standard, which was key to VisitScotland in its mission to target Londoners, also covered the agency as well as over 120 regional publications and consumer titles like BBC, Lonely Planet, AOL and Campaign.