Royal Deeside Larder Wins Best Marketing Strategy Award

The award for the Best Marketing Campaign at the UK Event Awards has been won by Tricker PR and Blue Square for their marketing campaigns for Royal Deeside and the Cairngorms, which which promoted the area's food and drink.

Promoting Royal Deeside and the Cairngorms' food and drink, the campaigns also boosted the panoramic scenery and fresh environment of the area.

The campaigns included the introduction of a glossy food magazine called Deelicious, media relations for the Venison Festival and a suite of highly successful eflyers - all designed to attract more visitors to the area and existing visitors to stay longer.

Beverley Tricker, managing director of Tricker PR, said: "We achieved outstanding results from the gastro campaign for Royal Deeside Larder and more than met the outlined objectives.

"Web hits rose by up to 3500% and all events attracted more participating businesses than targets. PR equivalence of the media coverage more than doubled the target coming in with a value of over £2 million.

"I’m delighted that this campaign, which we worked on with Blue Square, has been recognised as the best example of event marketing across the whole of the UK.

"As well as media relations activity, we also developed participants’ packs, eflyers, a micro website, social media and launch events, and maintained personal contact with all participants to encourage member buy-in to the campaigns which further contributed to the huge success of the events.

"Our consistent approach which ran through all of our visual materials, from television coverage to social media, ensured that the Royal Deeside brand was strengthened throughout the campaign."

Imagery for the campaign included a giant venison pie complete with antlers in a Desperate Dan cow pie spoof and an Edwardian butler serving champagne on a hilltop on the Glen Tanar Estate.

The Royal Deeside Destination Management Organisation (DMO) set out to highlight the abundance of quality food and drink available in the area by creating three new food events.

Designed to encourage more visitors on "gastro trips" and highlight the range of food producers in the area, these events had to secure local business participation to ensure success.

Tricker PR was taken on board to ensure that these objectives were met. The company has won more than 25 industry awards including the CIPR’s UK Outstanding Consultancy award.

It is one of Aberdeen’s leading PR consultancies with more than 30 consumer and business-to-business clients, covering a broad range of sectors including retail, oil and gas, tourism, technical, not for profit, hospitality and professional services.

Blue Square is a well-established, award-winning and accredited design, advertising and digital agency with an impressive client list and a track record of excellence spanning the last 24 years.

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More information:

The Royal Deeside Larder.

Royal Deeside Destination Management Organisation.

Tricker PR.

Blue Square.