Scotland Put Ponies in Cardigans to Lure Tourists and It’s Working
Tourism campaigns often rely on dramatic landscapes or big-budget visuals. Scotland, however, once tried something far simpler: it dressed two Shetland ponies in cardigans and shared the photos on social media. That idea gained instant attention and has continued to circulate on the internet years after its debut, potentially drawing more curious travelers to the islands each time it resurfaces.
Fivla and Vitamin, the now-famous ponies, appeared in 2013 as part of a nationwide push to showcase Scotland’s natural beauty and rural traditions. Their sweaters were knitted with Shetland wool by local artisans, and the pair became small, wool-wearing representatives of the islands’ craft culture. More than a decade later, their images still appear online every winter.
How Two Ponies Ended Up as Tourism Icons
Visit Scotland aimed to create a single image that could instantly convey the character and warmth of the islands. Shetland ponies already represent the region well, so pairing them with sweaters made from local wool created a combination people remembered. The campaign used calm beaches, grassy fields, and open views to support the images, and the knitted jumpers added a playful twist that people enjoyed.
During the original launch, interest grew so quickly that parts of the campaign’s website struggled to keep up with the volume of visitors. Even now, fans repost the photos each December as if they were new, giving the ponies a fresh round of attention every year.
Why These Images Keep Returning Online
Each holiday season, the sweaters show up again across social platforms. Often, people said it renewed their interest in traveling to Scotland. They respond to the mix of regional craftsmanship, local animals, and warm humor captured in one shot.
The idea has continued to inspire new versions. A Highland cow named Julie later appeared in her own knitted garment, created by local makers. That update drew similar reactions.
Additionally, Shetland ponies have long been tied to Scotland’s heritage. They stand between 28 and 42 inches tall and can handle harsh weather with ease thanks to thick coats and sturdy frames. These characteristics make them naturally recognizable ambassadors for the islands. The sweaters added a touch of charm that helped people engage with Shetland culture and its wool tradition.