How VisitScotland is using Instagram to 'win the hearts and minds of Londoners'

VisitScotland created an Instagram Travel Agency to bring together the online and offline experience of travelling.

The pop-up in London last week had a large digital screen showing Instagram posts of the country which visitors could use for inspiration. A travel agent then created a bespoke holiday for them.

Christina Bruns, senior market manager at VisitScotland, said: "We are here because we want to win the hearts and minds of Londoners.

"We are seeing more and more millennials come to Scotland from London and we are using Instagram because we have the largest tourism account in Europe, [which is made up from followers] based in London."