Brilliant moments in Aberdeenshire are hoped to attract visitors to the area as part of VisitScotland’s latest UK tourism campaign.
The spring/ summer campaign is now live and, this year, includes a direct mail programme targeting over 41,000 contacts across the United Kingdom.
Running from February to April, the campaign will encourage visits during the spring and summer and will include a mix of communication channels, including national print, radio, and online advertising.
The Brilliant Moments campaign for the North-east also features a large amount of sales promotion with key partners in the area. In total, the campaign will cost VisitScotland £5.3 million and will encourage people to take part in the Commonwealth Games, Ryder Cup, and Homecoming Scotland 2014 events.
Philip Smith, regional director for VisitScotland, said: “Scotland welcomes the world in 2014 with the Commonwealth Games, Ryder Cup and Homecoming 2014, so our dedicated direct mail, radio promotion and print advertising is reaching the strongest target markets for encouraging more trips to Aberdeenshire through the spring and summer seasons.”
Councillor Peter Argyle of the council’s infrastructure services committee commented that the campaign has been a “great opportunity” to work with partners and capitalise on “an exciting year for Scotland”.