VisitAberdeenshire has created a phrasebook to encourage a familiar 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 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’, are all featured, with takeaway phrases that can be used in social media copy, web content, and press releases.
The phrasebook is just one of the tools that VisitAberdeenshire has created. Its online content hub contains hundreds of high-quality images, videos, and music to help promote Aberdeen and Aberdeenshire.
Chris Foy, CEO at 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 learn more about visitor intentions, behaviours, and attitudes. Chris 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.”
Click here to find out more about VisitAberdeenshire’s phrasebook.
