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Visit Crieff Taste the Adventure
The Campaign Brief
With breathtaking scenery, independent shops, outstanding local food and drink, and Scotland’s oldest working whisky distillery on its doorstep, Crieff had all the ingredients of a fantastic Scottish getaway. But the traditional tourist town had experienced declining visitor numbers and needed to rediscover its appeal as a destination of choice.
Working with Crieff’s Business Improvement District and VisitScotland, Cunningly Good Group developed the Taste the Adventure campaign to attract two key audiences: adventure seekers and food-loving cultural explorers.
Our challenge was to reposition Crieff as an outdoor adventure playground and a delicious hub of good taste, encouraging more short breaks and supporting the local visitor economy.
The campaign’s objectives were to:
- increase accommodation occupancy and visitor footfall
- drive more traffic to the Visit Crieff website
- build social media audiences and engagement
- achieve a social media reach of 1 million, and generate 3,000 YouTube views.
Cunningly Good Group’s Approach
We knew Crieff had plenty to shout about. Our job was to give people compelling reasons to visit and create the content that would bring the destination to life.
We developed an integrated communications campaign built around creative storytelling, high-quality photography, video content, targeted digital marketing, influencer engagement and media relations.
Working with specialist photographers and videographers, we created a library of more than 600 images alongside engaging video content showcasing everything from spectacular countryside and outdoor adventures to independent shopping and mouth-watering local produce.
We brought the Taste the Adventure message to life through engaging blog content, targeted social media campaigns, competitions and consumer newsletters.
We also organised familiarisation visits with influential travel and lifestyle bloggers, including The Wee White Dug, Scots2Travel and award-winning outdoor blogger Fiona Outdoors, generating authentic recommendations and valuable exposure to new audiences.
Paid social media activity amplified our storytelling, while partnerships with VisitScotland and local businesses helped extend the campaign’s reach even further.
The Cunningly Good Results
The campaign delivered outstanding results, smashing its digital engagement targets and putting Crieff firmly back in the spotlight. Key achievements against our campaign objectives included:
- Increased accommodation business and visitor footfall: Local hotels and B&Bs reported increased business, while town centre footfall was also reported to have improved.
- 604% increase in unique website users compared with the previous year, with website traffic from social media increasing by 443%.
- Over 4 million social media reach, exceeding the campaign’s original 1 million target by more than 300%.
- Over 5,200 social media followers, built from a standing start, with approximately 7,500 engaged Facebook users every month.
- 16,756 YouTube views, exceeding VisitScotland’s target of 3,000 by 458%.
The campaign also generated 22 published blogs, including five guest blogger features, and attracted 1,039 new consumer newsletter subscribers. Crieff was also highlighted in media reporting as an example of a proactive Scottish town centre, reflecting a positive shift in perceptions of the destination.
