A digital campaign which markets Aberdeen and Aberdeenshire as a diverse cultural destination has won funding from the VisitScotland Growth Fund.
Entitled ‘Visit Aberdeenshire, True North, The Real Scotland’ the campaign, led by VisitAberdeenshire and Aberdeen Festivals, sets out the city and surrounding area as a “hidden cultural gem in the national crown”, offering 10 festivals that run throughout the year, as well as local food, boutique hotels, architecture and history.
Festivals offer everything from light and visual art and design, to an international youth festival, contemporary dance and jazz. The reopening of Aberdeen Art Gallery in 2017 and the city’s Music Hall – both following multi-million pound developments – draws attention to the city’s broad cultural appeal.
The campaign, which aims to grow audiences for Aberdeen’s festivals as well as overnight and weekend stays, features Trip Advisor and online Guardian adverts linking to an eBook as well as regional newspaper advertising.
The eBook tells the story of what an authentically-Scottish weekend – where visitors can experience food, fun and artisan festivals – can be like and highlights festivals, hotels, food and travel.
One of the events included, SPECTRA , a four-day festival of light, is a partner-funded event for the Year of History, Heritage and Archaeology.
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”.