A digital marketing campaign to encourage visitors to stay longer in Fraserburgh has received a growth fund grant from VisitScotland.
The Discover Fraserburgh tourism group has been awarded a £15,000 and their campaign focuses on three themes – history and heritage, coastline and food & drink.
The campaign will also promote neighbouring towns Pennan, Rosehearty and Inverallochy.
Fraserburgh’s unique landscape opportunities to promote the idea of getting away from daily working life. The area has a wealth of hidden gems including unspoiled beaches, sea views and breathtaking landscapes.
A series of short promotional videos – including aerial drone footage – as well as images for social media will be created as well as inspirational content and ‘48-hours in Fraserburgh’ itineraries with the purpose of increasing visits and extending the economic benefits of the tourism season.
Fraserburgh boasts the largest shellfish port in Europe and Aberdeenshire is a major producer of Aberdeen Angus Beef. The region also offers some of the best whiskies in the world and with two new restaurants having recently opened serving locally-sourced farm-to-fork beef and seafood.
VisitScotland’s Growth Fund award is being matched by funding from a number of local businesses and organisations including Klondyke Fishing, Gray and Adams, SWFPA, Fraserburgh Harbour Board, Feuars Managers, Fraserburgh, Strachan Electrical, Westward Fishing and Kinnaird Plumbing. The group also received £5,000 from Aberdeenshire Council’s regeneration fund and contributed to the match funding from their membership fees.
Lynda McGuigan, Chairwoman of Discover Fraserburgh Tourism Group, said: “We are sure this campaign will greatly boost tourism in our area. It is based on a simple premise – to increase the time people spend here from 24 to 48 hours.
“We are targeting visitors primarily from the north of England and Scotland. We aim to pull them round the coast into our corner. More visitors means more people shopping, eating, staying and buying locally.
“The whole project is based on grounded and solid research carried out by VisitScotland and VisitAberdeenshire. The research showed that there was a gap in digital marketing in our area and most tourists now use digital ways to find and book holidays and visits. The group worked with Gordon Black, a consultant from Digital Tourism Scotland to develop the #Fraserburgh48 digital marketing campaign and his time was funded by Scottish Enterprise.
“We have also had the support of many local business people who donated cash to make up our match-funding. The group has worked hard to develop the campaign, which we hope will benefit all businesses in Fraserburgh and beyond.”
For more information on the VisitScotland Growth Fund, visit www.visitscotland.org/growthfund
Toasting the VisitScotland Growth Funding and new campaign are Michael Murray (Harbour Board); Jo Robinson (VisitScotland); Karen Paterson (Feuars Managers); Carole Short (Vice-chair, Discover Fraserburgh Tourism Group) and Lynda McGuigan (Chair, Discover Fraserburgh Tourism Group).