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Digital campaign driving North East 250 success

By Sarah Rollo

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A SCENIC driving route which takes in parts of Moray is enjoying a surge in interest thanks to a recent digital marketing campaign.

'Find Yourself on The North East 250' is a collaborative marketing drive that showcases the best of the area's diverse landscape and visitor experiences.

VisitScotland’s Growth Fund provided half of the funding for the initiative and worked with Visit Moray Speyside and North East 250.

The campaign focused on three key themes – history & heritage, outdoor & adventure and food & drink experiences – using a mix of short videos, a feature promotional video, itineraries and influencers experiencing the route for themselves.

A digital marketing campaign has shone a light on the North East 250 driving route.
A digital marketing campaign has shone a light on the North East 250 driving route.

Jo Robinson, regional director for VisitScotland, said: "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."

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

Guy Macpherson-Grant, director of North East 250 Limited, said: "This has been a tremendous opportunity to partner with our 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.

"As well as having had an immediate impact through interaction 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."

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

Laurie Piper, chief executive of Visit Moray Speyside, said: "The campaign was performing well when it was paused due to COVID-19 in March – what is even more impressive is that upon resuming in August the numbers were even stronger than before – proving that the Moray and the North-east hold huge appeal for visitors from across the UK and beyond."

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