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Above and Beyond Spring 2025
About the Campaign
This campaign was live early 2025, highlighting Aberdeen and Aberdeenshire as a must-visit spring destination. Shoulder season campaigns help raise awareness of Aberdeen and Aberdeenshire as a year-round destination and contribute to spreading tourism beyond the traditional peak summer months.
Key campaign messaging focused on spring beauty, landscapes, adventures outdoors, culture, heritage and local flavours.
Above and Beyond Spring 2025 was impactful and generated high levels of visit satisfaction.
Above and Beyond Spring 2025 generated £628,118 attributable spend to the region, achieving an ROI of 18:1.
A Fresh Perspective
This campaign helped shift perceptions of the region, and resulted in people seeing Aberdeen and Aberdeenshire in a new light:
- 86% agreed there are plenty things to see and do in the region
- 85% agreed that there is more to the region than meets the eye
- 84% agreed they can enjoy memorable experiences in the region
87% rated their visit as an 8, 9 or 10 out of 10.
Explore the Full Results
Keen to read the results in more detail? Take a look at the factsheet, which is a 5-minute read, or dig a bit deeper by reviewing the slide deck.
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