Integrated Campaign Surpasses all Targets

Ginger created a digital marketing strategy for Visit Angus to launch The Angus Tour, a tourism route spotlighting the landscapes, hospitality, and experiences in Angus. We implemented a dynamic, integrated campaign, storytelling through multiple channels, complementing the Tour’s key themes.

Website referrals increased by over 50% compared to the previous period. The campaign achieved an impressive click-through rate of 2.12%, the average click-through rate for Meta Ads in the Travel & Hospitality industry (as reported by wordstream.com) being 0.90%.

We were tasked with creating a campaign to drive awareness of the tourism experience and highlight the variety and diversity of experiences. This was achieved by:

• Influencer trips and engagement.
• Creating high profile press material, engaging with regional and national media, securing coverage targeted to locals and visitors.
• Creating a targeted social media advertising campaign to encourage engagement and visits.
• A local ambassadors programme.

Ginger achieved exceptional results, driving over six times the original target to the Visit Angus website and generating press coverage that reached over 14.6 million people.

The Results
Media Coverage: Total pieces of coverage 34
Total reach: 14.6 million.
66,323 page views on The Angus Tour landing pages, over six times the original target of 10,000.
The adverts had a total reach of 131,2758 and 901,346 impressions.