Destination Storytelling that Translated Sustainability into an Approachable, Engaging Narrative

Establish destination differentiation and drive bookings among consumers and travel advisors

Afar drove strong awareness and consideration of Scotland as a must-visit, year-round destination through an immersive audio campaign, targeted advisor content, and a robust digital strategy. Afar’s podcast director Aislyn Greene, interviewed Vicki Miller, CEO of Visit Scotland, for a post-roll Q&A segment, highlighting Scotland’s rich heritage and memorable travel experiences. Visit Scotland also took over the Afar Audio Network for one month with exclusive host-read pre- and mid-roll spots.

Along with the audio campaign, Afar created a custom article showcasing Scotland’s sustainable hotels and experiences, equipping advisors with essential trip-planning insights and inspiration.