Mitchells to help find new winter activities

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LOCAL dairy firm Mitchells and VisitScotland have joined in a brand new partnership to let people across Aberdeenshire know about local days out, which will be delivered along with their daily milk.

The initiative is part of VisitScotland’s Winter White tourism campaign, which promotes all the great things to see and do across Scotland.

Last year’s campaign generated £66 million for Scottish tourism and this year is set to do the same, bringing a welcome boost to tourism businesses that have been suffering during the recent severe winter weather.

The campaign uses TV advertising, direct mail, PR, electronic marketing and sales promotion to encourage visitors from across the UK to holiday in Scotland. Encouraging Scots to holiday at home and take day trips is also a key focus of the campaign.

From information about Hogmanay events in the area to upcoming shows at His Magesty’s Theatre, the promotion with Mitchells dairy aims to show people all of the great things to see and do on a day out in their own area. Day trips are crucial to tourism in Scotland, with a recent report by Deloitte assessing their worth to Scotland as over £4 billion annually.

Two and half thousand customers in Aberdeenshire are receiving the information with their dairy and vegetable deliveries from Mitchells. The move taps into the increasing trend for ‘staycations’, with the number of Scots holidaying at home increasing by 16 per cent between January and June 2010.

This year’s Winter White campaign has an increased focus on Scotland’s Winter Festivals and Scotland’s larder as part of the Year of Food and Drink. This makes Mitchells Dairy an ideal partner in promoting the campaign to local residents and encouraging more people across the region to discover what is on their own doorstep.

Keith Whyte, Partner in Mitchells said, “We are delighted to partner with VisitScotland on its hugely successful Winter White Campaign. We deliver daily to over 2500 households throughout Aberdeenshire and know this is a perfect opportunity to effectively target many interested customers with information on the wide range of things to see and do in Scotland throughout the winter months.

“Promoting what is on offer can only help all those involved with tourism, particularly organisations here in the North East.”

VisitScotland Chairman Mike Cantlay commented, “Tourism is Scotland’s most important industry. We know more Scots have been choosing to holiday at home this year, therefore local partnerships like this are crucial to our success.

“This is the first time we have worked with Mitchells Dairy and they have a truly excellent reputation. Reaching their customers through their regular deliveries is an effective way to get the message out about the wealth of things to see do across the North East and the rest of Scotland this winter.

“Our Winter White campaign is even more important at the moment where some tourism businesses have been suffering due to the severe weather. Interest in the campaign is very high, with twice as many hits on our website as last year. We hope the campaign brings a welcome boost to businesses across the country.”