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Marketing Orkney Shetland - Northlink Effort Steps Up Gear

Thursday, 05 March 2009

NorthLink's 2009 marketing effort has stepped up a gear with a range of initiatives showcasing Orkney and Shetland ranging from TV and print advertising to attendance at high profile trade shows and a novel 'Closer than you Think' taxi and bus liveries promotion in the Aberdeen area.

NorthLink is continuing to experience increased 'credit crunch' and sterling exchange rate interest from the UK and Europe with more UK residents opting to holiday at home and European customers taking advantage of attractive Sterling/Euro rates.

The marketing initiatives aimed primarily at the travel trade segment get under way later this month at a new 'Best of Britain and Ireland' show at the prestigious Excel Venue in London.

The four-day event - two days designed for the travel trade and two for the general public - takes place from March 26 - 29. NorthLink representatives will be present throughout, exhibiting on the VisitScotland stand. The ferry company will be promoting 2009 and 2010 group tours as well as showcasing the 2009 consumer brochure.

Next month NorthLink will be at the VisitScotland Expo  travel event on April 22 -23 at the SECC in Glasgow when the emphasis will be on firming up 2009 bookings and looking forward to filling the 'order books' for 2010.

NorthLink's 2009 advertising programme is already under way with significant exposure in print and broadcast media.

The 'Closer than you think' initiative in the Aberdeen area is new for 2009 and will be unveiled later this month. NorthLink branding will appear on large format panels, taxi liveries and single bus deck 'mega rears'. The message being promoted is 'Closer than you think - Discover Orkney and Shetland with NorthLink Ferries'. Outdoor poster sites will further highlight the NorthLink brand and services out of Aberdeen.

Meanwhile, the 2009 Gateway Pentland Firth promotion, which highlights the Scrabster - Stromness route and B&B offer, is also running with web and press activity and planned leaflet distribution on the A9 trunk route. The offer entails booking overnight accommodation on board MV Hamnavoe, in a comfortable en suite cabin and sailing on the 0630 from Stromness, for arrival in Scrabster at 0800 and enjoying two complimentary breakfasts.  (Cabin prices from £34.50 and valid from 1st April - 31st Oct 09.)

NorthLink's Marketing Manager ElaineTulloch said: "The current economic climate means that for UK residents now is a better than ever time to be thinking about holidaying at home and there are few places in the UK which can offer such a unique holiday experience as the Northern Isles. That, allied to the great exchange rates available for Euro zone customers are the messages that we'll be highlighting at tourism fares this season.

"We'll also be showcasing our group tour packages - ranging from day trips to mini-cruises with the option to include itinerary planning, qualified local guides and site entrance fees. We represent a genuine one-stop-shop option for the travel industry. We make travelling to the Northern Isles easy. Orkney and Shetland have never been more accessible," she said.