Beano Studios partnered with VisitScotland and ScotRail for a two-year campaign promoting Scottish tourism and sustainable family travel through the “Kids for a Quid” offer.

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Comic & Branded Storytelling

• Featured bespoke Beano artwork and classic characters inspiring family adventures by train.

• Ran as branded content across Primary Times, The Daily Record, Aberdeen Live, The List, and DC Thomson newspapers.

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Multi-Channel Campaign

• Assets included Beano-branded print, digital, and online displays.

• Digital MPUs & Leaderboards drove traffic to VisitScotland’s Beano hub.

• OOH presence at 34 stations and 16 Scottish Information Centres, reaching 125k+ daily.

• Dedicated landing page received 27K+ visits with strong engagement.

 

Result
The campaign exceeded forecasts, achieved high click-through rates, and boosted Scottish tourism awareness while encouraging families to travel by train.