A consumer marketing campaign aimed at raising the profile of Aberdeenshire in Frankfurt and surrounding area has been hailed a success after resulting in over 40% more web visits than anticipated and generating almost 5,000 competition entries.
The campaign – run by VisitScotland in partnership with Aberdeenshire Council and Lufthansa – used bespoke Aberdeenshire video footage, including aerial shots to create lasting, inspiring impressions of the region.
The campaign’s target was for 17,000 web visits, but 23,755 were achieved. Visitors to the website browsed a range of content, including touring itinerary suggestions, the new digi-guide and video footage.
The competition prize includes flights to Aberdeen with Lufthansa, with the lucky winners travelling in October.
Peter Argyle, Chairman of Aberdeenshire Council’s Infrastructure Services Committee, said: “With regular flights between Aberdeen and Germany, we hope people will be impressed by what they see and hear about our beautiful area.
“We’ve been pleased to work with VisitScotland and Lufthansa to show off what we have to offer visitors and we hope they will be inspired to come here by the creative content which was produced, enjoy Aberdeenshire and then go home and tell everyone they know about what a welcoming and interesting place this is.”
The campaign promoted the diversity of the landscape, stunning scenery and unique assets of the area – including the Castle Trail, land and seascapes, and food and drink.
Aberdeen benefits from three flights per day from Frankfurt with Lufthansa and it is hoped the strength of the campaign will attract leisure bookings, highlight Homecoming Scotland 2014 and raise awareness of the direct access to Aberdeenshire from Frankfurt.
As well as being shown online, the video footage was shown outdoors on digital information screens in more than 36 tube stations in and around Frankfurt, including the airport, with an estimated reach of 1.9m people.