🤳🏽 Workshop Overview 🤳🏽

Following closely behind their Millennial predecessors, Gen Z is the next big thing in destination marketing. A generation of true digital pioneers and social media natives, who are influencing family travel decisions and are heavily swayed by social media when it comes to deciding where they want to travel.
Contiki and Unilad, two key players in this audience space, recently partnered with Visit Scotland to create some truly compelling content including influencers and storytelling, targeting this dominant audience. Contiki and Visit Scotland will be sharing knowledge on this content partnership and how this strategy evolved, plus insights on how to connect with this audience and the key elements to consider.

All you need to know for this workshop 📌

This workshop will fully explore the newest trends in how content is consumed amongst the Gen Z market, looking at both how content comes together in tone, format, pitch and style as well as mediums and channels which are most prevalent amongst young travellers and how to successfully engage and work with them.

This is not your regular storytelling business. You will have the opportunity to discuss first hand experience of working with the newest channels and content trends as well as explore how to be relevant to this fast rising travel audience.

Who is it for? 🙋‍♀️


  ✏️ Content Strategists

🤳🏽Content Strategists



Your Agenda 🗓

  14:00 - 14:30: Introduction & inspirations

  14:30 - 15:30: Ideation process

  15:30 - 15:45: Coffee Break

  15:45 - 16:45: Prototype

  16:45 - 17:30: Pitch and debrief

Recommended materials 📝

  💻 Your computer





Workshop Outcomes

Explore a wide range of new channels and formats

Develop prototype content idea:

• Built for new audiences

• Published on new channels

• Shaped around audience interests

Identify your own partners for different markets and audiences

Show and tell session with DMOs in a roundtable

Test and discuss content trends and storytelling for Gen Z

Workshop hosted in partnership with


Contiki is the travel company exclusively for 18-35 year olds. Their purpose is to connect young travellers to the time of their lives.

Contiki believes in real experiences. Contiki's motto: Travel with no regrets.


Working closely with private businesses, public agencies and local authorities, Visit Scotland ensures that their visitors experience the very best of Scotland and that the country makes the most of its tourism assets and realises its potential.

Our Experts

David Meany, Contiki

David is a travel marketing, CIM qualified expert with over 10 years experience specialising in B2C and B2Bmarketing, brand partnerships and campaign management. Formerly Campaign Marketing Manager at Contiki, David is now Director Partner Marketing for The Travel Corporation

Emma Hallington, Visit Scotland

Emma Hallington is a highly motivated and organised marketing professional with over 10 years’ experience in destination, travel and events marketing, with a particular focus on digital. Emma is currently the Market Manager for India, the Middle East and Australasia

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