Forget Route 66, Find Yourself on the North East 250

One of Scotland’s most spectacular driving routes is enjoying a surge in interest, following the success of a digital marketing campaign.

Saturday, 17th October 2020, 7:30 am
Royal connection...found in the heart of Royal Deeside, at the gateway to the Cairngorms National Park, Braemar is encircled by mountains, valleys and woodlands. (Pic: Damian Shields, VisitScotland)

Part-funded by VisitScotland, Find Yourself on The North East 250 showcased the best of the north east’s unique and diverse landscape and visitor experiences.

The route was recently ranked by Lonely Planet’s Ultimate Travel List in the top 500 unmissable global travel experiences, a further boost for when international travel can resume safely.

VisitScotland’s Growth Fund provided half of the funding for the digital marketing campaign, working with Visit Moray Speyside and North East 250.

Stunning scenery...to be enjoyed, like picturesque Kinnaird Head Castle Lighthouse and Museum in Aberdeenshire. (Pic: Damian Shields, VisitScotland)

The campaign focused on three key themes – history and heritage, outdoors and adventure and food and drink experiences.

From the sandy coastlines of the Moray Firth to the rugged wilderness of the Cairngorms, from historic castles and the Royal connection in Deeside to the whisky lover’s paradise of Speyside, the campaign has managed to capture interest from all over the UK.

Using a mix of short videos, a feature promotional video, itineraries and influencers experiencing the route for themselves, a rich variety of material highlights what people can expect from their stay.

The total reach across Facebook and Instagram was 1,491,060 and 442,582 views for the video content. There were 109,839 page views to the website northeast250.com, with 36,546 new users during the duration of the campaign.

Jo Robinson, regional director of VisitScotland, said: “We are delighted our Growth Fund was able to support this campaign.

“We knew the visitor economy around the North East 250 was already a strong proposition but now we have clear evidence of the high demand for the region.

“The marketing around outdoor and heritage worked particularly well, and this gives us great insight for future campaigns.

“It is also further proof of the positive impact that collaboration can have on stimulating recovery following the devastating impact of Covid-19 on the tourism and events industry.”

Guy Macpherson-Grant, director of North East 250 Limited, said it had been a “tremendous opportunity” to partner with the national tourism organisation and Visit Moray Speyside, to promote an area of the country that has such exciting and varied attractions for visitors, both local and from afar.

He added: “As well as having had an immediate impact on social media, the wealth of stunning images and enthusiastic reviews and commentary that we have amassed sets us up well for future marketing activity.”

Laurie Piper, chief executive of Visit Moray Speyside, was equally enthusiastic.

She said: “The campaign was performing well when it was paused in March.

“What is even more impressive is that upon resuming in August the numbers were even stronger than before – proving that Moray and the north east hold huge appeal for visitors from the UK and beyond.”

To view itineraries to help plan your next adventure in the north east, visit www.northeast250.com or search #NE250 on social media.

The VisitScotland Growth Fund supports collaborative tourism marketing projects which focus on growth.

Eligible applicants must place a strong emphasis on digital marketing and are encouraged to align with Scotland’s themed years, such as the Year of Coasts and Waters 2020.

To find out more, visit www.visitscotland.org/growthfund.