Driving Tourists to #SeaUistSoon

Challenged with encouraging more people to visit North and South Uist in the Outer Hebrides, we created an innovative campaign that put the southerly string of sparsely populated islands quite literally on the map.

Our research showed that globetrotters, particularly millennials, believed that Instagram not only inspired their holiday, but the ‘Insta-worthiness’ of a destination was a major priority when planning a trip. So, our campaign tapped into this trend by making Uist an ‘Insta-worthy’ destination.

We created the UK’s first Instamaps – featuring the most ‘Instagrammable’ selfie spots across the islands – and carried out a series of activations which included hosting Channel 5’s The Gadget Show, who were looking for a quirky location to trial some gadgets for their summer special show.

We generated widespread media coverage across consumer, national, regional and social media, and the campaign was shortlisted for the Best Use of Social Media at World Travel Market 2019.