Cameron House had just completed a stunning refurbishment but there was a challenge. The refresh was so recent there was little video content or user-generated content to show off the space. Social channels were filled with static imagery that, while polished, lacked a human touch. For an audience planning their next escape that wasn’t enough. Travellers were looking for something more immersive — something they could picture themselves in. To stand out in a crowded space, Cameron House needed to bring the destination to life in a way that felt real aspirational and emotionally engaging.

Through extensive competitor research, we identified that competitor brands using people-led and influencer-style content consistently achieved stronger engagement in the luxury travel space.

To close the gap, we developed a content strategy built around seasonal shoot days that captured the aspirational yet approachable feel of high-performing influencer content. Every part of the process, from creative development and production management to art direction and final edits, was handled in-house to ensure quality and consistency. We shaped the tone and visual style to balance brand identity with audience expectations and bring the spaces and experiences of Cameron House to life.

The result was a versatile library of high-quality video content that supported Cameron House’s social channels throughout the seasons. Compared to traditional static imagery, the new content achieved a 224% increase in reach and a 57% higher average engagement rate on Instagram.

Beyond the numbers, shifting to people-led visuals and storytelling created a more authentic and engaging online presence that inspired guests to picture themselves at the hotel. This strengthened the positioning of Cameron House as one of Scotland’s most prestigious destinations and ensured the relaunch had a lasting impact across digital channels.