Cheers invovled in tourism promotion

Dennis Forsyth of Cheers is set to share the bar's Scottish story as part of the new initiative.
Dennis Forsyth of Cheers is set to share the bar's Scottish story as part of the new initiative.

Cheers Cafe Bar and Tavern is one of ten drinking establishments in Aberdeen City and Shire participating in a new major digital initiative that promotes their Scottish story.

‘Scotland’s Pubs and Bars – A Story to Tell’ is a partnership between The Scottish Licensed Trade Association, Diageo and Tennents, supported by VisitScotland’s Growth Fund. It promotes a positive image of Scottish pubs to both existing and new visitors to Scotland, highlighting their variety, quality and culture.

The £110,000 initiative which has been match-funded with £55,000 from the VisitScotland Growth Fund, comes as recent figures show that tourist spend in Scotland’s pubs and restaurants is expected to grow significantly by 2017.

Philip Smith, Regional Director for VisitScotland, said: “We are delighted to have supported The Scottish Pubs and Bars – A Story to Tell campaign with VisitScotland’s Growth Fund. The new guide is a great way for local licensed businesses to get involved in a tourism initiative and I’m sure the stories provided will help entice even more people through their doors this year.”

Paul Waterson, Chief Executive of the Scottish Licensed Trade Association, said:“The SLTA is delighted that our Pub and Bar Stories campaign, the biggest Scottish pub and bar promotion ever, is now up and running. Each of the Aberdeen City and Shire establishments involved is a great example of the important role that our pubs and bars play in welcoming visitors to Scotland. The participating premises can now share their unique stories, not only with their Scottish audience, but through various marketing opportunities, the international visitor. Our pubs and bars are an integral part of the communities they serve and have a vital role to play in the success of our tourism business.

“We are very proud of the Aberdeen City and Shire licensed trade, its people and its heritage. We are determined to make sure their stories help to make 2014 a special year for the local licensed trade.”