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Northern Nights 2024/2025
About the Campaign
In partnership with Caledonian Sleeper, VisitAberdeenshire ran a promotional winter campaign called "Northern Nights", highlighting Aberdeen's festivals and events and Aberdeenshire's stargazing credentials. This was the first time VisitAberdeenshire had run a campaign at this time of year, aiming to boost visitation at a typically quieter time of the year.
The campaign delivered both in terms of visitor spend and satisfaction.
Northern Nights generated £563,038 attributable spend to the region, achieving an ROI of 21.7:1.
Shifting Perceptions
The results really helped shift perceptions and highlight the opportunity for future winter promotions, generally and focusing in on dark skies and night time experiences.
- 86% agreed the region is a great place for enjoying the night sky.
- 84% agreed there is more to the region than meets the eye.
- 84% agreed the destination has a range of quality experiences to enjoy.
86% of respondents rated their visit to the region as an 8, 9 or 10 out of 10.
Explore the Full Results
You can dig deeper into our results, exploring what the campaign made people think, feel and do. The factsheet is a 5-minute read and shares the key findings. The slide deck provides a deeper dive.
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