Delivering for &

We promote with Scotland, working with local industry to grow the visitor economy. DELIVERING FOR ABERDEEN & ABERDEENSHIRE Introduction

We act as a catalyst Aberdeen & Aberdeenshire continues for Aberdeen & to evolve as a destination, with many infrastructure projects advancing towards Aberdeenshire’s completion and several ‘firsts’ for the economic growth: region this last year, with the inaugural working with partners Great Aberdeen Run and the Tour Series hosting an Aberdeen round. to help make the Together with the DMO VisitAberdeenshire, region a destination we have some significant assets to promote of first choice for a over the coming years, with a cruise-ready high quality, value for harbour expansion and the new AECC due to open in 2019. money and memorable customer experience. We worked with VisitAberdeenshire, National Trust Scotland and Historic Environment Scotland to revamp our Castle Trail promotion with a digital e-book; we also saw the launch of two new touring routes in the region. The Snow Roads and the North East 250 have every potential to become successful touring routes, attracting a lucrative overnight market to the region. I look forward to working with industry and stakeholders in Aberdeen & Aberdeenshire to maximise the region’s potential to benefit from partnership opportunities over the coming year.

Jo Robinson Regional Director VisitScotland

1 DELIVERING FOR ABERDEEN & ABERDEENSHIRE Key stats for Aberdeen & Aberdeenshire

£22,160 More than Growth Fund 1 million investment potential visitors reached worldwide through engaging and creative Consumer PR activity £128,250 featuring the area in 2015/16 invested by our events directorate to support events during 2016/17

visitscotland.com has facilitated a 175% increase in business referrals for £38,250 Aberdeen & Aberdeenshire. of economic support Going from £33,859 to £93,213 for the region between 2016 and 2017 during 2016/17 via our Conference Bid Fund

More than 378,000 66 million views viewers saw messaging of #ScotSpirit films on Aberdeenshire as and documentaries part of our innovative TV including messaging campaign with E4 in on the area Autumn 2017.

2 DELIVERING FOR ABERDEEN & ABERDEENSHIRE Developing tourism across Aberdeen & Aberdeenshire

STRATEGIC ACTIVITY Investing in the digital capacity of Aberdeen & Aberdeenshire is a region Scotland’s tourism, our partnership with which has everything our visitors seek Digital Tourism Scotland will ensure in abundance; luxury accommodation, that as visitors continue to explore new fantastic natural resources, a rich online platforms and opportunities heritage and authentic Scottish when planning their journey to the experiences. We promote the region’s region, businesses are equipped to assets through trade exhibitions, meet demand with highly developed marketing and campaigns. digital knowledge, capabilities and infrastructures. We support the industry’s national strategy – Tourism Scotland 2020 Our Industry Relationship Managers and businesses in Aberdeen & also provide a direct line of support for Aberdeenshire to grow the visitor businesses, offering one-to-one surgeries economy, aligning with the Scottish on topics such as online book-ability and Government’s four pillars of investment, online reputation management. internationalisation, innovation and

inclusive growth. Our support for the region’s community planning partnerships is one of the ways we work with public sector partners to develop quality and customer experiences, to drive economic growth in communities across the region.

3 DELIVERING FOR ABERDEEN & ABERDEENSHIRE

We support businesses INDUSTRY SUPPORT to harness new One of our top priorities is to work alongside and support local businesses opportunities and throughout the tourism industry in the area improve the visitor to embrace the opportunities we have to experience, helping offer your business. to make Aberdeen Our Quality Assurance (QA) scheme is a useful promotional tool for highlighting & Aberdeenshire a the quality of your business to help attract must-visit, must-return customers. QA goes beyond the stars on destination. your door, as businesses benefit from expert advice and support on a range of aspects of quality, including sustainability, accessibility and food and drink. Businesses who sign up to the VisitScotland Information Partner programme commit to becoming a provider of key local and regional information and enhance the visitor’s experience while in the area. Across Aberdeen & Aberdeenshire, there are more than 100 businesses (and growing) actively engaged. Our Industry Relationship Manager, Dennis McFarlane, works closely with local businesses and can provide tailored advice and support. Dennis can be contacted on [email protected] or on 01224 269188.

4 DELIVERING FOR ABERDEEN & ABERDEENSHIRE Marketing Aberdeen & Aberdeenshire

CASTLE & COASTAL TRAIL SCOTLAND IS NOW With more than 300 castles, stately A new global campaign – Scotland is homes and ruins - Aberdeenshire is Now (spring 2018 launch) - represents a considered ‘Scotland’s Castle Country.’ confident, consistent and bold approach In partnership with Historic Environment to brand marketing. Scotland, National Trust Scotland and VisitAberdeenshire; we produced the Working in partnership with Scottish Aberdeenshire Castle Trail. Government, Scottish Enterprise, Scottish Development International and Aberdeenshire’s coast was rated as Universities Scotland we will deliver one of the most scenic in the world by a new brand for Scotland, positioning National Geographic magazine and the Scotland as a bold and positive country, 165-mile signposted Aberdeenshire rich in history and heritage but forging Coastal Trail was promoted through a forward in a more progressive and leaflet, online content, and a four-day pioneering way. This will cover four suggested itinerary in partnership with pillars of activity – Visit, Live & Work, VisitAberdeenshire. Study and Invest. With a significant German demographic At the heart of this campaign is the visiting Scotland to experience our message that Scotland is a country with scenery and history, we delivered the warmest of welcomes, challenging a consumer campaign promoting new thinking, creating new opportunities Aberdeenshire. The online campaign, for study and jobs, supporting new featuring the castle and coastal trails, industry and driving technology that aimed to increase awareness, promote embraces humanity across the world. our product and inspire German visitors to discover the region.

5 DELIVERING FOR ABERDEEN & ABERDEENSHIRE

WHISKY GALORE! engagement campaign for business The popularity of screen tourism shows events in Scotland. Working with Scottish no signs of slowing down, and Scotland is Government, we are building business widely recognised as a destination which relationships with international buyers, encourages engagement with film and TV industry ambassadors and academics productions, with 40% of visitors inspired to showcase Scotland’s business events to visit after seeing Scotland on film or credentials. television. The campaign launched in November The Whisky Galore! production featured 2017 and continues into 2019, covering Aberdeenshire locations, including 12 sectors; from culture to technology, Portsoy and . and engineering to marine science. Scotland’s creative, technological and We created a digital map and industry innovative assets will be front and toolkit highlighting film locations, centre of the campaign. Aberdeen and allowing visitors to follow in the footsteps Aberdeenshire were the first region to of the cast and enjoy the scenery on offer. engage with the campaign’s first theme: Working closely with the production Technology. company, we co-ordinated promotional activity and screenings to further Throughout, the region will be working showcase the region. with Aberdeen convention bureaux to deliver a wider range of content to

gain the highest possible exposure. LEGENDS Businesses in Aberdeen & Aberdeenshire Growing from the successes of our first can join in on social channels using global campaign, Spirit of Scotland, 2017 #ideasbecomelegend. saw the launch of ‘Ideas Become Legend.’ Ideas Become Legend presents an opportunity to have a fully collaborative

6 Sign up to our monthly industry CONTACT US newsletter at visitscotland.org/eUpdate Jo Robinson Regional Director

Follow our corporate 01224 269183 Twitter feed [email protected] @VisitScotNews Rachel Thomson Industry Communications Executive Connect with us on LinkedIn at 01224 269193 linkedin.com/company/ [email protected] visitscotland

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All photographs ©VisitScotland unless otherwise stated. VisitScotland has published this report in good faith to update stakeholders on its activity. VisitScotland has taken all reasonable steps to confirm the information contained in the publication is correct. However, VisitScotland does not warrant or assume any legal liability for the accuracy of any information disclosed and accepts no responsibility for any errors or omissions.