Good for the Soul

Client: VisitScotland

VisitScotland needed more than awareness. The job was moving people from "I'd love to go someday" to "I'm booking this", spreading demand into the autumn and winter months and building genuine interest in Scotland's lesser-known regions.

Good for the Soul means something different to everyone: wild coastlines and cold air for some; castles, food and fireside warmth for others. Working with Carat, we built the campaign around that truth, shaped by three pillars: Feed the Soul, Energise the Soul, Soothe the Soul. The centrepiece was an interactive map. Users filtered destinations by mood, built personalised shareable itineraries and discovered places they'd never have found, with a gamified scavenger hunt hidden inside, unlocking prizes for the highest-intent users. Populating it at scale was the hard part, so we built a custom AI content pipeline that pulled facts and geolocations from official sources and turned them into warm, on-brand copy in VisitScotland's own voice, across hundreds of locations, at a speed no traditional process could match. Proof that AI, used thoughtfully, can power creative ambition. Everything led back to the map. Editorial integration across Metro and YOU Magazine gave it authority, mood skins and rich display drove traffic (in-campaign optimisation lifted CTR by 37%), and a six-hour immersive takeover of the Daily Mail app made Burns Night unmissable. The campaign ranked number one for authenticity across every effectiveness study run in the travel category, and recallers were far more likely to go searching for a Scottish holiday.