Deep-dive evaluation of VisitAberdeenshire’s recent tourism campaign ‘Northern Nights’ has revealed that at over half a million pounds was spent in the region as a result of the promotion that was designed to encourage more visits during quieter, winter months.
VisitAberdeenshire, the destination marketing organisation for Aberdeen and Aberdeenshire, ran the campaign to promote the Aberdeen’s bright lights, festivals and events, together with Aberdeenshire’s clear, dark skies. The campaign ran from last October until the end of January 2025, targeting potential visitors in the rest of Scotland, northern England and Greater London.
VisitAberdeenshire evaluates its marketing to demonstrate the tangible impact of its work and whether campaigns resulted in visits to the region. It applied weightings and average visitor overnight spend to total more than £560,000 of measurable spend for the regional economy, arising from a combination of Caledonian Sleeper passengers and from visitors arriving by other means of transport.
Survey respondents were also asked to rank words that best describe the region, with ‘rich in culture and heritage’, ‘beautiful’ and ‘welcoming’ landing in the top three.
Chris Foy, chief executive officer, VisitAberdeenshire, said: “To grow our visitor economy we need to look beyond the summer months and attract visitors all year around. That includes effective promotion of our natural and creative assets such as our dark skies and city lights as compelling reasons to visit.
“With this year and next forecast to offer some of the best opportunities in decades to witness the Aurora Borealis, the North-east’s northern latitude, natural landscapes, and clear night skies make it an ideal location for memorable winter experiences—without the need to travel abroad to destinations such as Iceland or Norway."
“Perhaps the most encouraging facet to emerge from campaign evaluation is there is an appetite to enjoy the region’s nighttime experiences and the curiosity to explore the region deeper.”
Northern Nights marked the second time VisitAberdeenshire partnered with Caledonian Sleeper.
Mr Foy continued: “Caledonian Sleeper is a premium brand with great connectivity to Aberdeenshire. By collaborating on ‘Northern Nights’ we were able to reach prospective visitors in the South East Joint messaging around the journey north, paired with an attractive proposition combined to generate a campaign that landed with potential visitors.”
Steven Marshall, head of sales and marketing at Caledonian Sleeper, said: "We were delighted to partner once again with the team at VisitAberdeenshire to help showcase a wonderful region of Scotland to potential visitors from London and the South East. And of course, highlight Caledonian Sleeper as an environmentally conscious way to leave London one night and wake up in the heart of Aberdeenshire the next morning. The excellent results of the campaign not only show an increasing interest in sustainable travel but also new and unique travel experiences too.”
VisitAberdeenshire promotes the North-east of Scotland to domestic visitors and is funded by Opportunity North East, Aberdeenshire Council and Aberdeen City Council.