A picture perfect railway

It's only fitting that as we build up to the Year of Innovation, Architecture & Design, VisitScotland demonstrates innovative approaches to engaging media and promoting our fantastic regions to audiences through the channels they engage with most.

On 24 October, VisitScotland hosted an ‘Instameet’, introducing 15 Scottish Instagram users from Edinburgh, Glasgow, Falkirk, and Stirling to the Borders Railway and the visually inspiring destinations along its route.

After travelling aboard the Borders Railway train from Waverley, half of the Instagrammers spent the day in the Scottish Borders, with a flexible itinerary that allowed them to explore the region.

During the event they captured shots of Abbotsford House, Melrose Abbey, Melrose, Scott's View, Smailholm Tower, Floors Castle, Leaderfoot Viaduct and Dryburgh Abbey, and many of the photographers expressed surprise and delight on discovering the beauty of a region that to many was unfamiliar.

This Instameet was a first for VisitScotland and generated fantastic exposure on social media. Four of the six most popular Instagram accounts in Scotland took part in the trip and the group’s high quality images of the regions reached over half a million people, delivering opportunities to see the images to a wider audience of over 2 million people.

With over 38,000 total likes and over 700 comments on these Borders Railway related posts also demonstrating a high level of audience engagement, the results from the Instameet exceeded expectations.

This activity is part of VisitScotland’s dedicated promotion of the Borders Railway and its surrounding regions. Other activities carried out recently include the launch of our international marketing campaign and a dedicated media day around the opening weekend in September.

Get involved
Explore the Borders Railway industry toolkit to take advantage of marketing materials and find out how to engage with VisitScotland to put the new Borders Railway on the map. This includes a newly launched 'Borders Railway business guide' developed by Business Gateway, which includes practical ideas and case studies from businesses already engaging with visitors coming to the region aboard the railway.
Categories: Scottish Borders


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