VisitAberdeenshire has unveiled a new brand identity for the region as marketing activity ramps up to attract visitors to Aberdeen and Aberdeenshire. VisitAberdeenshire will adopt the moniker ‘Majestic Aberdeenshire’ in the majority of its visitor and travel industry-facing promotions.
In celebration of the new brand, Mackie’s of Scotland has created a new limited edition ‘Majestic Aberdeenshire’ ice cream flavour, available in the Mackie’s 19.2 parlour in Aberdeen city centre.
Chris Foy, CEO of VisitAberdeenshire said, “Now is the time to take bold, confident steps in what is already a crowded promotional space, as destinations across the UK and beyond compete for a share of pent-up demand from potential visitors.
“The sense of Aberdeen and Aberdeenshire being Scotland at its most majestic goes without saying for those of us who live here, but importantly it is a concept that has tested well among our target audiences, reflecting an understanding of our incredible coastline and landscapes, our unique architecture, and world class food and drink offering.
“While we usually take on a one-destination approach to promote the city and shire together, the branding can adapt to become ‘Majestic Aberdeen’ for any city-specific marketing activity. To complement the Majestic Aberdeenshire brand, we’re also launching a new adverting campaign called ‘Above and beyond’ which confidently sums up the quality of the North-east visitor experience.”
The new ice cream flavour features Mackie’s of Scotland traditional ice cream, with a ripple of Mackie’s of Scotland chocolate and hand-made butterscotch pieces with an additional swirl of raspberry, compote made with locally-sourced Castleton Farm berries.
Chris Foy continued, “We’ve collaborated with Mackie’s of Scotland on three successful marketing campaigns and VisitAberdeenshire is proud to work together with a fantastic brand with a rich heritage and provenance. We thank them for creating this delicious flavour in Mackie’s 19.2 parlour for locals and visitors to enjoy.”
Karin Hayhow, Marketing Director, Mackie’s of Scotland, said: “We’re very proud of our roots in the North-east of Scotland and were delighted to create a flavour to celebrate all that’s majestic about the place we call home.”
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