Brief
Create a direct mailer to convince more Brits to holiday in Scotland.
Insight
People were putting off planning trips to Scotland because the sheer volume of things available to see and do was overwhelming. We needed to help them overcome the analysis paralysis.
Idea
Simplify their decision-making by using crafty choice architecture: Choose your own Scottish adventure.
After the reader had chosen a route through the booklet based on their interests, they were given a unique URL they could use to begin planning that exact journey in real life.
Results
Across all the direct mail packs we’ve done for Visit Scotland, our average response rate is around 1 in 5 – which blows the industry standard of 1 in 25 clean out of the loch. And this pack in particular reportedly delivered their highest digital response rate ever!