Digitals 2013 award runner up

Some good news, a little late in the sharing: the digital team at VisitScotland was shortlisted for an E-Consultancy #TheDigitals Travel and Tourism award back in May 2013.

Our campaign - built around Shetland ponies in cardigans - was a genuine team effort, with strong work from PR alongside great content production. The results were excellent: high search rankings for related terms, TV coverage in the US, and continued engagement on social media long after launch. Even now, the blog post about the ponies still pulls in a steady stream of traffic - it remains the single most successful page we’ve ever published on our .com site.

The Shetland ponies idea was fresh, creative, and a great example of cross-team collaboration paying off.

Here’s the US TV spot from CNN: How to get a pony into a sweater

We didn’t win on the night, but it was still a great outcome for the team and the company.

You can check out the original Shetland ponies blog post on the VisitScotland blog.