Macdonald Aviemore Highland Resort
Shortlisted for prestigious honour

July 21st 2006

The Macdonald Aviemore Highland Resort, the only hotel resort to use TV as the primary communication channel for its marketing activity, has been recognised for its innovative marketing approach by The National Business Awards for Scotland. Demonstrating a truly inventive and creative campaign which saw a return on investment of £7m, the Resort is one of five Scottish companies to be shortlisted for ‘The Barclay Communications Award for Marketing Strategy of the Year’.

The perception of Aviemore as a run down ski-resort has been changed completely following the implementation of its campaign. With the objective to increase brand awareness and to promote the recently redeveloped £80m Resort as a quality, year round destination, the campaign also outlined the range of activities on offer. With something at the Resort for everyone, from mountain biking to off-road driving, it also promoted the Resort as easily accessible by road, rail and plane.

With TV being largely an unexplored medium for the hotels sector, Macdonald Aviemore Highland Resort was able to be truly creative and set-up a carefully executed year long campaign which they ran in parallel to a press campaign, advertising special offers and promotions, direct mailing and PR.

Speaking about the Resort’s nomination, Operations Director, Ruaridh Macdonald, said:

“To be shortlisted for a National Business Award for Scotland is a tremendous achievement. Our campaign was very successful: it captured the hearts and minds of our customers, met their needs which had a direct impact on our business, producing increased sales of 60%.

“Our marketing campaign was innovative and creative. As well as an extensive advert campaign on Scottish television, we supplemented that with adverts in the national press offering special offers and promotions.

“We are now looking forward to the next stage of the competition, which requires the marketing team to present to the panel of independent judges.”

Following the presentations on the 27 th July, the judges will nominate the category winner, which will be announced at The National Business Awards for Scotland dinner which takes place on Thursday 14th September in Glasgow.

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