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The Aviemore and the Cairngorms marketing initiative became one of the UK’s first Destination Management Organisation’s (DMO) following a development plan created by the Stevens View Partnership (SVP); a plan endorsed by the World Tourism Organisation and supported by the Carnegie UK Trust.
The destination development and brand strategy created by SVP laid strong foundations for the destination development plan:
Led by six key business people in Aviemore and the Cairngorms, the DMO benefits from the significant investment of 65 businesses following a successful recruitment campaign by Yvonne Crook of View Marketing, acting as Interim Director of the DMO (until May 2007).
View’s marketing strategy resulted in a complete branding exercise for the area, positioning it as ‘Scotland’s Natural Adventure’ and working with five sub groups to develop and implement niche marketing campaigns for golf, outdoor activities, attractions business tourism and events. View also developed the website www.visitaviemore.com, attracting over 100,000 visitors in year one of development.
"This Partnership has consistently delivered innovative strategic thinking matched with imaginative implementation that has enabled Aviemore and the Cairngorms to be repositioned as 'Scotland's Natural Adventure' and grow its tourism economy by three times the national average in the past two years". Hamish Swan, Chair of ACDM Ltd.