self assessment.

Destination Orkney.

See You at The Weekend Campaign.

Destination Orkney represents over 500 member businesses and plays a vital role in the delivery of marketing activity to promote the beautiful Scottish Isles of Orkney as a aspirational tourism destination.

The Brief.

The See You at the Weekend campaign is a new initiative, to drive visitor numbers to Orkney across the shoulder and off season when traditionally visitor numbers dip.  

The digital campaign employed rich and engaging content, distributed on and was planned to be shared widely via key social channels Facebook and YouTube. The activity was supported with highly targeted digital PPC advertising.

r//evolution was tasked with coming up with an engaging brand for the overall campaign, creating vibrant digital imagery for paid search and organic social media activity as well as producing a suite of visitor itineraries.

The Solution.

r//evolution’s talented design team were on hand to help Destination Orkney deliver a vibrant campaign which boosted tourism significantly for the islands.

Drawing visitors to the islands when Autumnal and Winter weather creeps in has historically been challenging, therefore the organisation is keen to build awareness of everything Orkney has to offer – all year round! Weekend trips were identified as a great way for people to experience all it has to offer during the colder months.

The r//evolution team came up with the overall branding concept for the campaign and a suite of marketing assets including itineraries (Made in Orkney, Landscapes and Seascapes, Viking, Wartime and World Heritage), striking imagery for organic social media posting and a range of different digital advertisements – suitable for online and mobile browsing.

The campaign made a lasting impression on visitors – helping boost the thriving businesses and community that make the island’s so special.

The campaign won the Working Together for Tourism category at the Highlands and Islands Tourism Awards 2019.

We had an incredible response to this campaign with all our KPI’s way exceeding targets which is great.

Elaine Tulloch
Chief Executive
Destination Orkney
Updated date: Wed, 04/11/2018 - 10:24
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Updated date: Mon, 03/11/2019 - 11:17

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