Well before OutHorse Your Email there was another equine-based travel campaign that made the rounds and achieved similar viral status – VisitScotland’s Shetland Ponies in Cardigans campaign, launched in 2013 as part of their larger “Year of Natural Scotland” with the signature outfits provided by local cardigan maker Doreen Brown, captured the charm of Scotland while highlighting it’s famous Shetland ponies, local traditional crafts, and creating an early ‘viral moment’ in internet culture that still makes the rounds today.
The Pain Point
In the world of marketing, few things grab attention like a double dose of charm and surprise, and VisitScotland had a simple goal: to make a lasting impression on potential tourists worldwide by celebrating the unique culture and landscapes of Scotland. Their strategy? Unleashing a photo shoot of two adorably stoic Shetland ponies—Fivla and Vitamin—draped in custom-knit Fair Isle cardigans. This fashion statement not only showcased the island’s heritage but also added a twist that no one could ignore.
Why It Worked: Novelty Meets Nostalgia
Two factors helped the campaign’s success:
- The Power of Visual Storytelling: The cozy, cardigan-clad ponies symbolized both warmth and whimsy, qualities that made Scotland approachable and inviting. This campaign tapped into nostalgia for simpler, pastoral beauty and matched it with a touch of humor.
- Shareable Charm: The campaign was inherently shareable—these ponies in custom sweaters practically begged to be liked, shared, and commented on. Plus, the photoshoot landed at a moment when cute animal content was becoming viral gold on platforms like Facebook, Twitter, and Pinterest.
Results: A Viral Tourism Triumph
Within days, these cuddly equines had galloped across international headlines, with features on the BBC, Huffington Post, and major outlets worldwide. They generated millions of social media impressions, boosting both visibility and engagement for VisitScotland’s brand. Although results tied specifically to the cardigan-wearing ponies are not publicly available, and in fact the campaign itself can only be viewed on the VisitScotland site via the Wayback Machine, success was reported by VisitScotland for their combined 2013 efforts.
- Economic boost to the economy £310m across all efforts
- This is a 14% increase for the same time period in the previous year
Additionally, this particular branch of the campaign can be highlighted for the below specific impacts:
- Media Reach: Major outlets in the UK, U.S., and beyond highlighted the campaign, resulting in widespread international exposure.
- Social Media Impact: The campaign went viral on Facebook, Twitter, and Instagram, as people from all over the world shared the delightful images of the ponies.
- Increased Tourism Interest: The campaign directly inspired travelers to explore Scotland, especially Shetland and other lesser-known regions, giving tourism numbers a meaningful lift.
The Awards
With it’s unique approach and charm, the campaign also received aware recognition in advertising circles including:
- 10th place, Creativity – Best of Print and Design
- Recognition form Business Insider – “one of the best tourism campaigns of all time”
Final Thoughts: What Marketers Can Learn
VisitScotland’s campaign was a stellar example of how leveraging local charm with a universal appeal can drive authentic engagement. The Shetland Ponies in Cardigans brought warmth, heritage, and humor to a global audience—setting a memorable, visually captivating benchmark for destination marketing.