Providing moody millennials with the perfect place to holiday- away from the Brits Abroad cliché.
Holiday ads always show the smiley, sunny, beachy clichés of a destination. But Scotland doesn't match those clichés. So we made Visit Scotland show off a different cliché that matches it best, the moody millennial.
ITV2s Ibiza Weekender gets a remix with Scotlands' own Highlander Weekender. Imagine Frankie Boyle humour, moody millennials and stormy skys. The tv show will follow a group of young British staycationers as they head north to the Scottish Highlands on their first parent-free holiday.
The cliché 18-30 package holiday to Ibiza is replaced by a moodier visit to Scotland, replicating the holiday experience from the tv show.
As the go to place for holiday inspiration, Instagram is the perfect place for ads for the campaign.