Digital drive to sell North East 250

A DIGITAL marketing drive to promote the North East 250 tourist route is on the road after a cash injection from VisitScotland.

Find Yourself on The North East 250 has won a £19,175 Growth Fund award from VisitScotland – matching investment by the North East 250 itself – to deliver the campaign.

The link-up between Moray Speyside Tourism (MST) and North East 250 will use innovative digital marketing to promote the circular route as a top visitor experience. Content will focus on three themes: history and heritage, outdoor and adventure, and food and drink.

The campaign will include short videos highlighting the three themes and interviews with visitors. These will be boosted through social media using the hashtag #NE250 and on www.northeast250.com.

The Scotlanders, Scotland’s first travel blogger collaboration, got the campaign rolling by showcasing the route's diversity across their social channels.

The self-drive route takes in some of the Cairngorms National Park, winds through Speyside and meanders along part of the Moray coast, as well as running through Royal Deeside and Aberdeen.

Laurie Piper, tourism operations manager at MST, said: "The North East 250 is not just a driving route. It’s a journey which offers visitors a varied and rich experience, traversing six distinct areas each with its own rich story.

"We were delighted to partner with North East 250 on this exciting new campaign, taking an innovative approach to marketing the north-east of Scotland across and beyond traditional geographic boundaries."

Guy Macpherson-Grant, Ballindalloch Castle owner and founder/director of North East 250, said: "Prior to the North East 250’s development, there was no circular route around the north-east of Scotland, despite there being an easily identifiable proposition that would be a really fun experience for visitors.

"With the support of MST right from the beginning, the North East 250 was developed to address this need. This campaign is an opportunity to showcase this diverse route to visitors across the UK and beyond."

Jo Robinson, VisitScotland regional director, said: "The North East 250 is a fantastic route, pulling all of Scotland’s best assets under one umbrella, and I’m thrilled to see the area’s tourism industry coming together and using innovative digital channels to promote the route to visitors.

"At VisitScotland, we want to champion collaboration, spearhead digital innovation, promote local areas and ensure that tourism is recognised for the ripple effect of success, well-being and prosperity it brings to all sections of society."

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