Marketing campaign with Caledonian Sleeper generates nearly half a million pounds of visitor spend in the North-east of Scotland

Dunnottar Castle.(Photo: Visit Scotland / Visit Aberdeenshire)

VISITABERDEENSHIRE, the destination marketing organisation for Aberdeen and Aberdeenshire, has generated £500,000 of visitor spend as a result of a marketing campaign supported by Caledonian Sleeper.

The digital campaign ran in October and targeted potential visitors living in the Greater London area with an interest in travel to Scotland.

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VisitAberdeenshire evaluates its marketing efforts to demonstrate the tangible impact of its work and whether campaigns have landed with its intended audience and resulted in visits to the region. From deep-dive evaluation, VisitAberdeenshire applied weightings and average visitor overnight spend to total £500,000 for the regional economy, arising from a combination of Caledonian Sleeper passengers and other visitors arriving by alternative means.

Chris Foy, CEO, VisitAberdeenshire, said: “Evaluation is an intrinsic part of VisitAberdeenshire’s work, allowing us to demonstrate how the work we do has a direct impact on visitation, but also to local businesses.

“Caledonian Sleeper is a premium brand with great connectivity to Aberdeenshire. By collaborating on this highly targeted campaign, we were able to reach a new audience, and encourage visitors to experience the area for themselves. Joint messaging around the journey north, paired with an attractive proposition in region combined to generate a hugely successful campaign.”

Steven Marshall, Head of Sales and Marketing at Caledonian Sleeper, said: “We were excited to partner with VisitAberdeenshire, and show people that the Caledonian Sleeper offers a unique, sustainable and convenient way to travel overnight from the heart of London to the heart of Aberdeen. We are delighted with the campaign results and to have delivered tangible benefits that support both local businesses and communities in the area.”

VisitAberdeenshire promotes the North-east of Scotland to domestic visitors to encourage visitation to the region all year round and is funded by Opportunity North East, Aberdeenshire Council and Aberdeen City Council.

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