How Campaigns Shift Perceptions: Insights from Spring 2026 Destination Delicious
The ongoing evaluation of our marketing activity continues to demonstrate a clear link between campaign activity and economic impact. Just as importantly, VisitAberdeenshire’s campaigns are designed not only to influence behaviour but to shift how people think and feel about the region, building confidence that there is more to see, do and experience than they might expect.
A new open-ended question in our evaluation survey allows respondents to describe, in their own words, how the campaign influenced their perceptions.
Top three emerging themes from Spring 2026 “Destination Delicious” (based on 90 responses)
1. Unexpected diversity of what’s on offer
(36 mentions)
Respondents were often surprised by the breadth of culinary experiences, producers, and places to visit, frequently noting the offer was far more varied than expected.
2. Increased desire to visit and explore
(32 mentions)
The campaign generated strong intent to visit the region, try new venues, explore local producers, and plan food-led trips.
3. Improved perception of quality and sophistication
(28 mentions)
Respondents described a shift in perception, viewing the region’s food and drink offer as higher quality, more artisanal, and more sophisticated than they had assumed.
I used to think it was just a few good places, but there are so many! It really showcased the variety, from high-end dining to charming local producers. I had totally underestimated the food scene.
I hadn’t been in the area for a number of years and this campaign has reminded me how lovely it is and how many wonderful things there are to do. I will definitely be going back to visit.
The qualitative feedback shows what is driving movement from interest to intent: discovery, surprise at the range of offer, and confidence in quality. Businesses can use this insight to further sharpen positioning within the wider destination narrative, through digital content, menus, and visitor communications. Taking these actions reinforces positive perception shifts and helps convert consideration into bookings.
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