Our summer campaign was launched on 18 July, promoting Aberdeen and Aberdeenshire to target audiences in the rest of Scotland and North and South East England. The campaign launched with its first online article appearing in the Daily Record online: Why Aberdeenshire is a must for UK staycations this summer - Daily Record.
Over the rest of July and August, travel-inspired native articles appeared in the Manchester Evening News, the Newcastle Chronicle and the Yorkshire Post, in addition to some competition-specific articles. Digital adverts and site skins were also featured across these titles and we also trialled a ‘newsjacking’ format to promote the competition.
The campaign was promoted through paid social adverts using inspirational imagery to drive awareness, site lands and leads which allowed us to remarket to our campaign audiences.