Booking a vacation can be stressful. That’s why Kayak helps make it easier by searching hundreds of databases to find you the best rates. Partnering with Scotland Tourism, they launched the #NoPantsDay campaign to shepherd more lads and lassies to the highlands. Focused on strong copy and visuals of everyone’s favorite man-skirt, these ads ranged from traditional print, radio, to social media and even an ambient promotion. Kayak reached its target audience through particular placement of media and of course – the Scottish charm.