2.5M
Minutes for “Dig It”
4.6M
Minutes for the “That’s Just Wild”
+87.5%
Listen-through rates (89% on Spotify, 87% on Apple Podcasts)
The brief
Position Scotland as a year-round destination among high-value travelers
What we know
64% of our travelers agree that travel expands our understanding of themselves and others
What we created
Instead of promoting static destinations, the campaign used seasonal storytelling as a narrative engine, showing how Scotland evolves throughout the year. VisitScotland and Carat partnered with Tripadvisor and Fresh Air to create a connected storytelling system anchored in longform content. Podcasts—including “That’s Just Wild” and “Dig It”—were selected as the hero channel for the UK market, integrating Scotland directly into curated episodes.
*This report draws on multiple complementary data sources, including proprietary first-party data on bookable experiences and travel intent signals, Tripadvisor forum discussions, as well as third-party syndicated data. This includes consumer survey data and insights from GWI (GlobalWebIndex), a syndicated consumer research platform.