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Adventure Awaits You 2023
Campaign Overview
This campaign was all about helping to address perceptions, strengthening positive sentiment and increasing the likelihood of people living in Scotland and North of England to book an adventure break in the region.
The campaign resonated with our audiences, with strong recall being reported.
Adventure Awaits You generated £307,037 in attributable spend, achieving a return on investment of 11.4:1.
Highlights
85% agreed there is a wide range of things to see and do in Aberdeen and/or Aberdeenshire.
80% agreed the region has activities to suit all ages.
The 2nd top action, after entering the campaign competition, was to talk to friends and family about taking a break in the region. The "Adventure Awaits You" campaign generated conversations and advocacy.
Most popular activities when on holiday/short break: 1) Easy to moderate walks; 2) Hillwalking/strenuous walks; 3) Birdwatching/wildlife watching.
The passions and interests that will draw people to a destination:
- Experiencing the natural environment
- History and heritage
- Exploring towns and cities
- Food and drink
Of those who had visited due to the campaign, 88% rated their visit an 8, 9 or 10 out of 10
How you can use these insights
Walking dominates top 3 activities list
Make sure your website has a range of walking content covering all bases from easy, 1 hour walks, right through to hill and more strenuous walks that take up to a day.
Passions/Interests attractors
Review your content to check it ticks the top passions/interests boxes, particularly around the natural environment, history, things to do in nearby towns and cities, and food and drink experiences available.
Explore the Full Results
You can dig deeper into our results, exploring what the campaign made people think, feel and do. Below you will see a quick-read factsheet and a more in-depth slide deck.
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