VisitBritain locked into a strong direct link between activities on social media and international visitors’ selection of destinations. Harnessing the power of trusted online influencers opened the door to young independent travellers, who are keen to access information that will let them pack as much as they can into every trip. The campaign hashtag #OMGB resulted in 328.3 million opportunities to see across Twitter, Facebook and Instagram during the conference, post-conference trips and Twitter chat. It also attracted 122,873 likes on its busiest day. Attention focused on #OMGB generated coverage equivalent to advertising worth £4.26 million from a £75,900 investment, with #STSInverness exceeding £700,000. The result greatly exceeded all targets and objectives.