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Mackie's Taste of Summer 2022
About the Campaign
This campaign built on the successful partnership between VisitAberdeenshire and Mackie’s of Scotland. The overriding objective being to drive summer visits to, and spend within, Aberdeen and Aberdeenshire, and to increase awareness and sales of Mackie’s of Scotland ice cream.
The campaign was clearly memorable, with 3 in 4 respondents (76%) recalling it, perhaps understandable given the campaign focus on foodie experiences lending itself to high impact visuals.
Taste of Summer generated £332,600 attributable spend to the region, achieving an ROI of 4.3:1.
For those who visited as a result of the campaign, 87% rated their visit as an 8, 9 or 10 out of 10.
Changing Perceptions and Behaviours
- Over 4 in 5 respondents (83%) agreed there is a wide range of things to see and do in Aberdeen and/or Aberdeenshire.
- Over 4 in 5 (81%) agreed that the Aberdeen and/or Aberdeenshire has a range of quality experiences to enjoy.
When it came to the ways in which the campaign influenced their break, the top two statements were:
- I explored more of the region than I would have done otherwise.
- I visited Aberdeen and/or Aberdeenshire at a different time of the year than I normally would.
The ranking of these statements is very positive given the region's desire to spread tourism seasonally and geographically.
Visitor Feedback
We loved that respondents took the time to share their comments on the VisitAberdeenshire/Mackie's Taste of Summer campaign. You'll find more quotations in our Factsheet, linked below, but here are a couple of nuggets.
So much to see in the area, especially the castles and gardens. The locals were really friendly and the food excellent. We had ice cream every day. No midges joined us, a bonus.
Beautiful castles and glens to see. Beaches with basking seals were fab. Aberdeen city was welcoming and clean. Art museum was a real treat.
Explore the Full Results
Dig deeper into the campaign results. The Factsheet is a 5-minute read detailing the main findings. The slide deck provides a deeper dive.
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