Digital campaign driving North East 250 success

One of Scotland’s most spectacular driving routes is enjoying a surge in interest, following the success of a recent digital marketing campaign, part-funded by the national tourism organisation.

Find Yourself on The North East 250 is a collaborative marketing campaign that showcases the best of the north east of Scotland’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 when international travel can resume safely.

VisitScotland’s Growth Fund provided half of the funding for the digital marketing campaign 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.

From the sandy coastlines of the Moray Firth to the rugged wilderness of the Cairngorms, from historic castles and the Royal connection on 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 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.

To view the content including the itineraries to help people plan their journey, visit www.northeast250.com or search #NE250 on social media. 

For further information of VisitScotland’s response to the Covid-19 pandemic, go to https://www.visitscotland.org/supporting-your-business/advice/coronavirus