The campaign brought 10 pairs of influencers to Edinburgh who collectively created over 200 pieces of content. Highlights included a video from parkour athletes Alex Schauer, from Austria, and Scot Robbie Griffith which reached over 431,000 people.

The architect and renowned photographer Nicanor Garcia’s Instagram story was another highlight which had an organic reach of over 200,000.

The campaign brought together many from Edinburgh’s tourism industry and digital assets highlighting Edinburgh’s tourism offering for young people were created for businesses to use on social media.. Some 45 GIFs were made and downloaded by 74 different businesses.

The campaign was Edinburgh’s first destination-led campaign aimed at young visitors.