Blamazing campaign results

Amazing days out across Scotland

The results from our marketing campaign featuring famous comic characters Dennis and Gnasher and Minnie the Minx are in.  

The two-year campaign aimed to use the cross-generational appeal of one of the UK’s best-loved comics and ScotRail’s Kids for a Quid deal, to promote sustainable travel as part of Scottish tourism’s recovery. 

The campaign saw Dennis and Minnie the Minx visit attractions across Scotland's cities, and of course promoting dog-friendly days out, with Gnasher in tow.

As well as a special landing page, activity included paid social media, display ads, print marketing, and working with influencers to showcase amazing days out across Scotland.

Dennis, Gnasher and Minnie the Minx at Dunfermline Abbey and Palace, Fife.  

The power of partnership

Partnering with Beano Studios added a touch of magic to our campaign.

Bringing together Beano’s iconic characters and collaborating with partners such as Historic Environment Scotland and the Association of Scottish Visitor Attractions allowed us to inspire new audiences.

Top line stats from our partners:

• 2,000 new Historic Environment Scotland Kids for a Quid ticket sales
• 44% increase in ScotRail’s Kids for a Quid journeys year-on-year

Partnership marketing activity

Partnership marketing has become an increasingly crucial part of our activity to position Scotland as a "must visit, must return" destination.

Not only does collaboration make economic sense, it also allows us to reach more people and help promote our vibrant and diverse tourism and events offering to a wider range of audiences. 

Check out our "Snapshot" video which focuses on partnership marketing - and brings together the different elements of our work, sharing some of our success and how we're helping to grow the visitor economy.