An initiative designed to help tourism businesses across the north-east to attract more visitors has been launched by tourism body VisitAberdeenshire.
The “A Shared Story for Aberdeen and Aberdeenshire” toolkit will be supplied to businesses free of charge so that they can deliver consistent marketing messages to potential visitors in order to inspire them to come to the region and move beyond the city’s perception as an “oil and gas capital”.
The toolkit offers suggestions and tips on how businesses can use common themes, words and phrases, imagery and tone in their marketing materials.
It was developed following in-depth research and a series of industry discussions and workshops carried out by independent consultants, Blue Sail.
Described as a “recipe book” for businesses, the marketing material allows users to follow the recipe “word for word or to adapt the recipes to suit the ingredients they have”.
A photographic and video library is also being developed to be used free by businesses.
The Brighton-based consultancy Blue Sail has identified key features that are unique to the area.
The first is that the region is “true – a place which is authentic and real”.
Doric culture, evidenced in language and music, is also highlighted, while “scale of the place” offering landscapes and seascapes and “location and latitude” mentioning “big skies, clarity and changing light” are also featured.
The area’s long history is cited, taking in the region’s “multitude of castles and royal associations as well as golf and whisky distilleries”.
Aberdeen is also described as a “proud international city” with unique architecture and global connections.
The region’s wildlife and plant life are also highlighted.
Nikki Morris-Laing, marketing director of VisitAberdeenshire, said: “The most successful tourism destinations have a simple story to tell. The ‘Shared Story’ toolkit gives a way of describing the area with a few simple themes and messages.
“It’s important that we identify and all work towards marking out our unique and special qualities to attract an increasing proportion of Scotland’s visitors to our region.
“We need to reposition our area in the minds of the travelling public so that they see beyond the ‘oil and gas capital of Europe’ nametag; our area is definitely worth visiting for its own sake and we all need to confidently portray this to potential visitors.”
Carol Benzie of Aberdeen International Airport said: “The toolkit is an excellent resource for tourism businesses in the area. It gives everyone a clear direction for how we can all support the key messages being promoted by VisitAberdeenshire by focusing on what is unique and special. We will definitely be using the toolkit to help shape our marketing efforts in the future.”
VisitAberdeenshire, which was created from the merger of three previous destination management/marketing organisations VisitAberdeen, Banffshire Coast Tourism Partnership and Visit Royal Deeside, as well as the Aberdeen City & Shire Tourism Partnership, in April this year prioritised key segments of visitors.
These segments, based on VisitScotland research, include “natural advocates, engaged sightseers, curious travellers and business extenders”. Focus will be on those visitors who have direct access, including access by flight routes, from the UK, Norway, Germany and The Netherlands.
VisitAberdeenshire is funded by Aberdeen City Council, Aberdeenshire Council, and Opportunity North East, with additional support from Scottish Enterprise.
