Aberdeen, Best of Both Worlds
Earlier in 2021, we were awarded a grant through the Destination and Sector Marketing Fund administered by VisitScotland. This fund recognised the challenges faced by cities to attract visitors back into urban environments, as well as the benefit of providing additional promotional support for rural areas. This funding provided us with a unique opportunity to address this challenge by delivering specific campaigns for both the City and Shire - an exceptional break from our usual 'one destination' approach to promoting the region. The first phase of this activity was a campaign to promote Aberdeen with a proposition of open spaces and open minds, emphasising the city's outdoor attractions as well as its strong cultural offer.
Aberdeen, Best of Both Worlds showcased the mix of wide-open spaces within Aberdeen city, and the wealth of high-quality indoor attractions on offer for those visitors looking for both types of experience. The creative concept of the campaign highlighted the proximity between city attractions and outdoor experiences, showcasing the 'Best of Both Worlds' available within the city.
In partnership with LNER, we produced a series of adverts targeting potential visitors up and down the east-coast mainline. We also engaged with influencers and media to make the trip to Aberdeen on a LNER train for an action-packed weekend where they experienced the 'best of both worlds'.
The campaign ran from late October - late November 2021.