Students from Milne’s High School in Fochabers were given the task of creating a marketing campaign that inspires people to book their next holiday in Moray Speyside.
The project was a collaboration between Developing the Young Workforce Moray, Moray Speyside Tourism, Visit Scotland and Gordon Castle.
Three groups of pupils studying National 5 Travel & Tourism at the High School were each given a target audience which included ‘adventure seekers,’ ‘food loving culturalists’ and ‘curious travellers.’
The teams had to research how best to market the region to their designated demographic.
To help them they were given presentations from Jo Robinson, regional director of Visit Scotland, Jennifer McEwan, marketing manager at Gordon Castle and Laurie Piper, chief executive of Moray Speyside Tourism who provided an insight in how to market a destination at both local and national level. The pupils were then left to come up with their own strategies.
The teams then had to deliver their strategies to a panel of judges which included Jo Robinson, Jennifer McEwan, Sarah Baxter and Aimee Stephen both of DYW Moray and Shona Donnelly from Moray Speyside Tourism
The team targeting the ‘curious travellers’ group won the challenge and they were given a meal at Gordon Castle as their prize.
Sarah Baxter, manager of DYW Moray said: “Now in its second year, this challenge encompasses everything that DYW Moray is about – partnering businesses and organisations with schools to provide real life experience of what will be expected of young people when they go out into the world of work.”
She added: “The group representing ‘curious travellers’ won as they were well prepared, did fantastic research into a variety of local landmarks in Moray, clearly identified their target audience, had great thoughts on the social media side of things, created posters and leaflets to showcase Moray and also pulled together a promotional film.”
Jo Robinson from Visit Scotland said the future looks bright for tourism in the region: “It was a privilege to run this challenge once again with Milne’s High, and I was very impressed at the work put in by the class. The winning presentation was of a very high standard and gives me confidence that our young people in Moray have bright futures ahead of them. After taking part in the challenge, I like to think that some of these pupils could be inspired to follow a career in tourism, as it truly is a wonderful industry to work in.”
Laurie Piper said that the challenge allowed the youngsters to see what a diverse opportunities there are within the tourism sector in Moray: “For a second year in a row we are delighted to be working with the pupils at Milne’s High School, DYW, Visit Scotland and Gordon Castle to give the pupils a chance to experience the diversity of tourism.