Marketing ops ·

VisitScotland powers world's first Instagram travel agency with Stackla UGC curation

The problem

VisitScotland needed to reach Millennial travelers who increasingly rely on social media rather than traditional travel agents for holiday inspiration, and sought an authentic, visually compelling way to inspire visits to Scotland.

Workflow diagram · grounded in source
1
UGC ingested from Instagram
integration
“Having used Stackla to incorporate UGC into its website widgets and digital screens at visitor centers around Scotland”
2
Content curated and segmented by theme
routing
“Stackla helps us curate UGC and allows us to segment that content by themes like region, food and drinks, or history and heritage”
3
UGC displayed on digital screens
output
“visitors are greeted with crisp floor-to-ceiling digital screens displaying hundreds of Instagram photos from across Scotland”
4
Visitor selects favourite images
human_review
“Visitors could select their favourite Instagram pictures posted by real travellers, featuring Scotland's landscapes, sights, restaurants, experiences, hotels and more”
5
Staff curate holiday itinerary
output
“The staff then used these images to curate their ideal Scottish holiday itinerary”
Reported outcome

During the pop-up event week, VisitScotland saw Instagram follower net growth increase by 37 percent versus August and 23 percent versus September, generated over 192 pieces of media coverage including BBC and Metro, and overnight visits to Scotland by London Millennials grew by 34 percent from 2013 to 2016.

Reported metrics
Instagram follower net growth vs August37 percent
Instagram follower net growth vs September23 percent
Media coverage pieces generatedover 192 pieces
overnight visits by London Millennials to Scotland (2013–2016)34 percent
Reported stack
StacklaInstagram
Source
https://www.nosto.com/case-studies/visitscotland/
Read source ↗

Frequently asked questions

What did this team achieve with this AI workflow?

During the pop-up event week, VisitScotland saw Instagram follower net growth increase by 37 percent versus August and 23 percent versus September, generated over 192 pieces of media coverage including BBC and Metro,…

What tools did this team use?

Stackla, Instagram.

What results were reported?

Instagram follower net growth vs August: 37 percent; Instagram follower net growth vs September: 23 percent; Media coverage pieces generated: over 192 pieces; overnight visits by London Millennials to Scotland (2013–2016): 34 percent (source-reported, not independently verified).

How is this marketing ops AI workflow structured?

UGC ingested from Instagram → Content curated and segmented by theme → UGC displayed on digital screens → Visitor selects favourite images → Staff curate holiday itinerary.

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