VisitAberdeenshire has created a phrasebook designed to encourage a common voice when describing reasons to visit the North-east of Scotland.
The newly launched phrasebook acts as a recipe, allowing users to select relevant words and phrases that poetically describe the region in their own promotions.
After consulting with tourism and hospitality businesses in Aberdeen and Aberdeenshire, and assessing VisitAberdeenshire’s consumer surveys, main themes including ‘Royal heritage’, ‘epic drives’ and ‘a taste of Aberdeenshire’ all feature, with takeaway phrases that can be used in social media copy, web content and press releases.
The phrasebook is just one tool that VisitAberdeenshire has created. VisitAberdeenshire’s online content hub contains hundreds of high-quality images, videos and even music, designed to help promote Aberdeen and Aberdeenshire.
Chris Foy, CEO, VisitAberdeenshire, said: “Language is a powerful tool in celebrating what makes the North-east of Scotland uniquely brilliant. Our new phrasebook captures the essence of the North-east, allowing businesses with options to articulate the identity and charm of our destination.
“By using core words and phrases, the North-east voice is stronger and can become greater than the sum of its parts.”
VisitAberdeenshire evaluates the impact of marketing campaigns and undertakes yearly consumer research to find out more visitor intentions, behaviours and attitudes.
Mr Foy continued: “Words that come up time and time again in evaluation are phrases like ‘beautiful’, ‘welcoming’ and ‘rich in culture and heritage’.
“We know that there is a great story to tell about the North-east, and the phrasebook is one way to bring that narrative together to convince visitors to choose our corner of Scotland as the place to spend their valuable time and money.”
You can read VisitAberdeenshire’s phrasebook at its online content hub here.
Read more about VisitAberdeenshire’s consumer research here.