Creator Spotlight: Edinburgh in My Heart

Showcasing how the right creator can turn a successful organic collaboration into long-term commercial value.

Agency: Jessie Wales Communications
Services: Creator Strategy | Creator Sourcing | Outreach | Negotiation | Creator Management
Platform: Instagram
Campaign: Destination Discovery

The Brief

Jessie Wales Communications partnered with Edinburgh in My Heart to showcase Stratheck Holiday Park, encouraging audiences to discover one of Argyll’s hidden gems through destination storytelling.

The objective wasn’t simply to work with a Scottish creator. It was to identify someone whose audience sought trusted travel recommendations and whose storytelling content would inspire people to explore destinations beyond the well-known tourist hotspots.

The Right Fit

Every creator recommendation is built around more than audience size.

Edinburgh in My Heart was a natural fit for the brief, combining trusted travel recommendations with engaging destination content that inspires audiences to discover new places across Scotland.

Every recommendation considered audience demographics, engagement, content quality and brand alignment, ensuring the partnership felt natural while delivering value for both the creator and the client.

06 Digital’s Role

06 managed the partnership from creator sourcing through to campaign delivery, ensuring a seamless experience for both the creator and the client. Responsibilities included:

• Influencer strategy and recommendations
• Talent sourcing and outreach
• Negotiation and contracting
• Campaign briefing
• Relationship management
• Content approvals
• Ongoing communication throughout the partnership

Beyond Organic

The strongest partnerships continue delivering value long after the original collaboration has ended.

Following a successful organic partnership, the content created by Edinburgh in My Heart performed so well that it was later amplified through paid social. This extended the campaign’s reach beyond the creator’s existing audience, introducing Stratheck Holiday Park to new audiences across the UK and driving measurable results.

It’s a strong example of how choosing the right influencer can maximise the value of a partnership, transforming a successful organic collaboration into content that continues supporting wider marketing objectives.

The Outcome

This collaboration demonstrates the commercial value of strategic influencer selection. Strong organic performance led to paid amplification, extending the campaign’s reach beyond Scotland, increasing bookings and delivering measurable business results.