Telling the Story of Aberdeen & Aberdeenshire Aberdeen & Aberdeenshire: Telling the story Lorna Easton Adam Bates
Telling the Story of Aberdeen & Aberdeenshire
Telling the Story of Aberdeen & Aberdeenshire For this project we have reviewed independent travel guides, websites and blogs, local websites, books etc and consulted widely with local businesses to get their input
Telling the Story of Aberdeen & Aberdeenshire Why stories?
Telling the Story of Aberdeen & Aberdeenshire Why are stories important? Since earliest times, people have used stories to make sense of the world. They work because they connect with us at an emotional level. STORIES have a rhythm and a shape that means we remember them – we see them in our MIND’S EYE and we can retell them. In fact … Scientists have found that our brainwaves adjust as we listen to someone telling us a story – they align with the narrator … we are literally on the same wave length …
Telling the Story of Aberdeen & Aberdeenshire Stories move us, intrigue us, make us want to learn more. We have an innate ability to remember and re-tell stories too. Perhaps because of the pictures they paint in our minds.
Telling the Story of Aberdeen & Aberdeenshire Stories can reach into our hearts & imaginations …. You could say they “speed - dial the soul” … One of the western world’s most famous stories is only 6 words long: Back in the 20s, Ernest Hemingway bet his publishers he could write a story that would make people cry, in only 6 words …
Telling the Story of Aberdeen & Aberdeenshire “Worth seeing, yes … … but not worth going to see …” When 18 th century writer and lexicographer Dr Samuel Johnson was asked if the Giant’s Causeway was worth seeing, this is what he said. He put his finger on a knotty challenge for tourism. In this hugely competitive world of travel, we have to persuade people that a place is worth making that journey … And stories hold the key.
Telling the Story of Aberdeen & Aberdeenshire The most successful destinations… Stand out from Stake a claim the crowd Keep it real Are targeted Deliver the promise Connect emotionally
Telling the Story of Aberdeen & Aberdeenshire Stories provide a way to stand out. Because when people are singing from the same songsheet – change happens. They might not all be singing the same notes … but they are singing in harmony together. These destination stories are not dictats. We all know that stories can change from one telling to another and depending on who you are telling them too. Aberdeen & Aberdeenshire’s stories should be seen in the same way.
Telling the Story of Aberdeen & Aberdeenshire More creative marketing Sections on website – mini-stories, itineraries etc Blogposts Twitter/Instagram hashtags A phrase or themes for the menu E-news stories Chalking up phrases on a blackboard Media quotes Guest information at reception or in bedrooms Images / videos
Telling the Story of Aberdeen & Aberdeenshire Steering investment Business development ideas – new services, restyles/refurbs etc Themes: meeting rooms, bedrooms, menus, window displays Trails, themed weekends, ‘how to’ courses, itineraries & packages Events & festivals Partnerships and joint projects
Telling the Story of Aberdeen & Aberdeenshire “ Something for everyone ” – or how hard it is to describe a place so that it stands out from the crowd
Telling the Story of Aberdeen & Aberdeenshire OVERUSED WORDS “A unique mix” “A place of contrasts” “Lots to see and do” “More than you think” “Something for everyone” "Friendly People” “A warm welcome” "Diverse” "Spectacular" “Stunning” “ Breathtaking ” “Retail heaven” “A wide range of accommodation” “Food from around the globe”
Telling the Story of Aberdeen & Aberdeenshire Hello and welcome to ….. – A City of culture, heritage and people.. With its unique attractions, exciting events, world class sport offerings, unrivalled musical heritage and famously warm welcomes, ….... is the ideal destination to visit and explore. With the largest collection of museums and galleries anywhere outside of the Capital, …..’s culture and heritage are at the very heart of the city. You’ll always find a fantastic selection of things to do, places to explore and exciting events. (Liverpool)
Telling the Story of Aberdeen & Aberdeenshire Relax, explore or just enjoy, …....... is the ideal location for everyone. …...... has been a holiday destination throughout the ages and there’s a huge selection of accommodation to suit all styles and budgets. Luxury and country house hotels, self catering holiday cottages, bed and breakfasts, camping and caravan sites and holiday parks all set against the majestic backdrop of the ….... As you admire the timeless scenery it’s easy to see why it’s such a popular holiday beauty spot. There is a wealth of places to visit and explore in …..... From award winning gardens, museums, leisure and wildlife parks plus much more. Each season provides a change of scene from the rich deep colours of spring and summer to the seasons of mist and mellow fruitfullness. (New Forest)
Telling the Story of Aberdeen & Aberdeenshire … is a region of remarkable variety, all contained within 1,325 square kms on the … coast of ….. … is famous for its colourful fishing villages, glorious beaches and coastline, and … golf. There's much more to enjoy though. With its rich culture, history and heritage, outdoor activities, leisure pursuits, delicious local food and welcoming accommodation, you'll want to come back to … again and again . (Fife)
Telling the Story of Aberdeen & Aberdeenshire The stories
Telling the Story of Aberdeen & Aberdeenshire WHAT WE HEARD REPEATEDLY ABOUT ABERDEEN & ABERDEENSHIRE … • It is “true” i.e. a place which is authentic and real, with a distinctive, living culture and traditions not laid on for tourists • Doric culture – everyday language and music in particular • The scale of the place and its landscapes and seascapes – mountains, rivers and coastline, panoramic vistas, huge dunes, great estates, open expanses of moorland • Location and latitude which results in big skies, changing light, freshness and clarity • The long history characterised by a multitude of castles and royal associations, strong association with golf and the abundance of whisky distilleries • A proud international city with unique architecture, historic trading links and contemporary global connections • The importance of the natural world – including the power of the elements, and the wildlife and plantlife – even in the city
Telling the Story of Aberdeen & Aberdeenshire Aberdeen- shire & 10 STORIES Banffshire Coast Aberdeen Royal City Deeside Whisky Golf Aberdeen & Aberdeenshire Events & Castles Festivals Food & Outdoor Drink Activities
Telling the Story of Aberdeen & Aberdeenshire
Telling the Story of Aberdeen & Aberdeenshire
Telling the Story of Aberdeen & Aberdeenshire
Telling the Story of Aberdeen & Aberdeenshire
Telling the Story of Aberdeen & Aberdeenshire
Telling the Story of Aberdeen & Aberdeenshire
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