marketing_ops · travel · workflow
VisitScotland powers world's first Instagram travel agency with Stackla UGC curation
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.
How it works
Common implementation structure
How this type of workflow is generally built, generalized across documented cases — not tied to any one vendor's stack. Click any stage to read what happens there. Specific products that implement these stages appear in “Tools commonly seen” below.
Stage 1 · UGC ingested from Instagram
Stackla is used to incorporate UGC into website widgets and digital screens at visitor centers.
Tools used
StacklaInstagram
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.
Results
Volume37 percent
Running sinceOctober 2017
Grounding & classification
Source type: vendor customer story
20 fields verified against source quotes.
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