Hidden Scotland named finalist in 12th annual Shorty Awards

Hidden Scotland, a digital travel brand founded in 2016, has secured a finalist spot in the 12th Shorty Awards. The annual competition, which recognizes impactful social media content and brand presence, shortlisted the company for its approach to destination marketing on Instagram.

Operated by Jack Cairney and Karla Hall, the brand focuses on "slow travel," encouraging visitors to engage deeply with local Scottish locations. Their social media strategy relies on organic growth, utilizing Instagram’s slider feature to provide detailed guides on logistics, local businesses, and regional highlights, moving beyond simple photography.

In early 2020, the team pivoted their content strategy in response to the COVID-19 pandemic. Acknowledging the restrictions on physical travel, the brand shifted toward producing audio-visual content designed to bring elements of the Scottish landscape into the homes of their followers while travel was prohibited.