VisitScotland

Our PR team for VisitScotland secured a partnership campaign with GoPro™ to showcase Scotland as an adventure destination. Covid put the brakes on the travel industry in March 2020, and our team got creative to maximize this partnership. The GoPro ambassadors were on lockdown, and the customer base it oversaw was unable to travel to Scotland.

Our goal: How can we make Scotland the first place Americans want to travel once borders reopen? So we got crafty and found some natural ambassadors for Scotland, their beloved Highland “Coos”.

VisitScotland and GoPro developed the “COO CAM”, a series of photo and video content facilitated by shipping GoPro setups to various rural farms across Scotland. Farmers would capture the scenic landscapes amidst the cows noshing, nudging, and frolicking. We agreed there was no better inspiration for travelers than watching the picturesque Scottish countryside in real-time through this unique point of view. The Coo-Cam not only captured the Scottish landscape but their special brand of humor.

Results:

• The “Coo Cam” went viral, with feature placements on Travel + Leisure, Lonely Planet, Matador and 18 regional newspaper syndications, as well as the Good News Movement, and Buzzfeed’s Bring Me  Instagram channel – the ultimate site for wanderlusters. 

• The series garnered nearly 100 million traditional media impressions, in addition to more than 45K views on VisitScotland’s YouTube channel and 139K video views on VisitScotland’s Instagram channel