VisitAberdeenshire's Rediscover Campaign

VisitAberdeenshire's Rediscover Campaign

VisitAberdeenshire is committed to evaluating campaigns on an ongoing basis. This approach helps us find out whether campaigns achieve their overall objectives, and it gives us invaluable insight for campaign planning.

Our most recent evaluation relates to the ongoing Rediscover campaign, which is all about encouraging those who live in the region to get out and about and explore where we live, ultimately rediscovering what we have to offer for residents and visitors alike. Residents may not always fit into the traditional definition of a tourist, but they explore, spend and often have friends and family who visit – so it’s always useful to understand more about their behaviour and spending patterns.

Here are some highlights from the research:

• We asked respondents which interests or passions would get them out and about exploring the region. The top two responses were The Outdoors and Food and Drink.
• We gave the respondents a set of statements to explore what the campaign had made them think and feel. They were all rated positively, but the top two were the sense of pride the campaign gave respondents, and that the imagery and content would attract them to visit if they didn’t already live here.
• As well as what the campaign made respondents think and feel, we also want to know what it made them do, what action did they take? The top two actions were Explore other pages within VisitAberdeenshire’s website and Talk to local friends and family about possible day trips/excursions within the region.
• The top three activities undertaken post campaign were Eat out in café/restaurant, Visit a local attraction and Explore the region’s coastline. It is also worth highlighting that Shop locally with independent retailers came in a very close fourth.
• Whilst the campaign was focused on locals/residents getting out and about to rediscover the region, it was really positive to see that over half the sample (53%) said it caused them to invite friends and family to visit the region.
• The words most frequently selected as best describing the region were Beautiful and For all Seasons.

To explore the findings in more detail, see the Rediscover campaign evaluation results below.

About the survey

The survey was distributed to 3,263 potential respondents. Responses were received from 236 individuals, leading to a survey response rate of 7%. The survey was live from the 10^th to 20^th September 2021.