Over the past year, we have run three waves of our adventure campaign series, and we launched the fourth wave on 7 February 2022. The campaign ran for a period of 6 weeks and built on learnings from the three previous waves, as well as insight from our Adventure Tourism in North East Scotland Consumer Insight Study. The campaign targeted people living in Scotland and North-east England with a highly targeted campaign to promote Aberdeen and Aberdeenshire's adventure tourism offering.
The campaign aimed to increase awareness of our region's adventure tourism offering and drove audiences to a bespoke landing page on our website via targeted digital adverts and a prize draw to Win an adventure in Aberdeenshire. Throughout the campaign, we featured adventure-themed content in our social media, newsletter and blog, and were joined by local experts who shared guest blogs on mountain biking, water sports and hiking in the region.