VisitScotland Chairman Mike Cantlay and Claire Bruce, Co-Chair of the Royal Deeside and the Cairngorms DMO, have announced a £21,000 windfall for the Royal Deeside and the Cairngorms marketing project.
Speaking on Tuesday at the ‘Developing a Vibrant Destination’ conference at Hilton Craigendarroch Hotel in Ballater, Mike Cantlay announced the £21,000 award from the national tourism organisation for the project in this, the year of the Queen’s Diamond Jubilee.
Run by the Royal Deeside and the Cairngorms destination marketing organisation, which currently has 85 members ranging from Balmoral Castle and Royal Lochnagar Distillery to Banchory Lodge Hotel and Walk Deeside, this latest project aims to further develop and market Royal Deeside and the Cairngorms as a high quality, sustainable, year-round, vibrant visitor destination.
The group says it will employ a number of marketing techniques to achieve this, including the relaunch of the Victorian Heritage Trail, developing the existing website, launching a social media campaign, using Google map technology to the benefit of businesses and visitors alike, hosting press trips, and highlighting walking routes and events such as the Deeside Sessions and the Venison festival.
The Victorian Heritage Trail will capitalise on interest in the Queen’s Diamond Jubilee this year and the Year of Creative Scotland. It will reflect the social history of the Victorian era in the area, including the impact of Queen Victoria’s choice of Deeside as a royal home and the wider industrial revolution.
Mike Cantlay said: “It is vital that tourism businesses work together to maximise this region’s potential. It therefore gives me great pleasure to announce this £21,000 VisitScotland Growth Fund award to Deeside and the Cairngorms Ltd, which will help the group to market this region to a worldwide audience.”
Claire Bruce, Co-Chair of the Royal Deeside and the Cairngorms DMO, said: “Tourism plays a significant role in the local economy in Royal Deeside and this project will have a major impact in creating a partnership working ethos for local businesses to work together. It is also equally importantly for these local businesses to have created a sustainable forum for linking to the public sector. This award allows us to work towards our aim of increasing visitor numbers to the area, promoting Royal Deeside as a vibrant and cultural year round visitor destination, which will in turn bring a renewed vibrancy to the local area.”
The VisitScotland Growth Fund allows collaborating tourism businesses to apply for up to £65,000 of funding to help market their product to its maximum potential.
For more information on the VisitScotland Growth Fund, visit www.visitscotland.org/growthfund