“Welcome to Our Life” presented travelers open to visiting Scotland with specific, motivating, culturally relevant travel ideas, and did this under circumstances where they could easily and quickly respond.

The campaign’s planners thoughtfully applied information gathered from previous campaigns, resulting in a level of precision targeting that led to a marked increased in media efficiency, as well as in messaging that dramatized Scotland’s uniqueness in a sea of competing destinations.

With total funding of less than £1 million, this integration of appealing content and relevant context combined to encourage a wider...