Small group operator Rabbie’s is embarking on its first national advertising campaign across television, out of home and online.
The aim of the £100,000 push is to raise awareness of tours that are ‘driven by curiosity’ – a new tagline as part of a brand revamp – and guided by storytellers.
The update and marketing drive comes as the company marks its 30th anniversary after being established in Edinburgh in 1993.
Marketing and sales director Heather Reekie said: “We’re incredibly excited to be celebrating our 30th anniversary with such an impactful campaign.
“The new brand identity really reflects not only our USPs and values but also enables us to shine a spotlight on the heroes of our business – the driver-guides.
“When customers talk to us about the tours they’ve taken with us, it’s rarely without a massive thanks to the storytellers who deliver the incredible, unforgettable guest experiences.
“When a customer chooses a small group tour, it’s because they want to experience and understand more. They’re not satisfied by the ‘top sights’ and tick-list routes, so we work with our driver-guides to find the stories that go deeper and live longer in their minds.
“We’re exceptionally proud of the team that represents the face of the business to our customers and are thrilled to be putting that at the centre of this business-first national campaign.”
Rabbie’s UK and Ireland tours depart from Edinburgh, Glasgow, Inverness, Aberdeen, London, Manchester, Bristol, Belfast and Dublin. Its European tours take in Italy, Spain, Portugal and Switzerland.