VisitAberdeenshire’s recent campaign, Northern Nights, designed to encourage more visits during the quieter winter months has generated over half a million pounds in visitor spend. An evaluation found 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.
VisitAberdeenshire, the destination marketing organisation for Aberdeen and Aberdeenshire, ran the campaign to promote the region’s festivals and events, together with Aberdeenshire’s clear, dark skies. The campaign ran from October 2024 until the end of January 2025, targeting potential visitors in the rest of Scotland, northern England and Greater London.
Chris Foy, CEO, 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.”
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.”
To find out more about the region visit the website.
