A digital campaign with a bespoke eBook which markets Aberdeen and Aberdeenshire as an exciting cultural destination has received over £22,000 from the VisitScotland Growth Fund.
Entitled Visit Aberdeenshire, True North, The Real Scotland the campaign sets out the city and surrounding area as a hidden cultural gem in the national crown, offering ten diverse festivals that run throughout the year as well as local food, excellent boutique hotels, architecture and history.
The region’s unique festivals offer everything from light and visual art and design, to an international youth festival, contemporary dance and jazz. The re-opening of Aberdeen Art Gallery in 2017 and the city’s Music Hall – both following multi-million pound developments – draws attention to the city’s broader cultural offer.
Aberdeen and its surrounding region is highlighted in this promotion as a place where independent and locally-owned hotels and restaurants offer locally sourced foods and boutique hotel experiences.
The campaign, which aims to grow audiences to Aberdeen’s festivals as well as overnight weekend short stays, will be digitally-led. There will be targeted Trip Advisor and online Guardian adverts with links to the eBook as well as regional newspaper advertising.
The eBook will ‘carry’ the campaign and will tell the story of what an authentically-Scottish weekend – where visitors can experience food, fun and artisan festivals – would look like. The eBook will reveal the authentic visitor experience on offer and have links around the four ‘corners’ of the campaign – festivals, hotel partners, food and travel partners.
VisitScotland’s Growth Fund supports collaborative tourism marketing projects which focus on growth in the tourism sector and ensure that visitors experience the true Spirit of Scotland.
Growth Fund applicants are required to align their marketing with VisitScotland’s strategies and campaigns, including the global Spirit of Scotland campaign. They are also encouraged to think about how they can take advantage of Scotland’s Themed Years, with 2017 being named the Year of History, Heritage and Archaeology (HHA2017).
One of the events included in the eBook, SPECTRA – a four-day light extravaganza - is a partner funded event for HHA2017.