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Destination Dufftown brand launched to promote town to tourists


By Lorna Thompson

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A CAMPAIGN has been launched today to reinvigorate Dufftown’s tourist trade and attract more visitors to the area.

Destination Dufftown is a marketing campaign spearheaded by community regeneration company Truerlein Ltd, in conjunction with Visit Moray Speyside.

In February Truerlein announced ambitious regeneration plans – titled Dufftown: A New Dawn – with the aim to position the town as the beating heart of Speyside once again. The team will work closely with the Dufftown and Mortlach Development Trust on the multi-faceted project to see the town thrive.

Destination Dufftown branding forms part of this wider drive. A clean, contemporary place brand has been designed to reflect the town’s unique environment and what it has to offer.

The brand marque has been gifted free of charge, under license, to local businesses, organisations and groups who want to help build a consistent and distinctive identity for their town.

In the future the Destination Dufftown initiative will offer visitors concierge-style support and trip planning facilities.

The new Destination Dufftown branding.
The new Destination Dufftown branding.

Ross McGinn, director of Truerlein, said: "As we come through lockdown and see Scotland’s tourism industry begin to gather momentum, we wanted to develop a brand that uniquely, beautifully reflects everything we love about Dufftown and helps local partners promote the town effectively on the local, national and international stage.

"Nothing is more individual than a fingerprint, and the natural colours and contours of the landscape perform the same role for Dufftown.

"Some people who’ve seen the brand associate the contours with patterns of wood grain in old oak casks, or ripples and eddying currents in pools of water.

"We love the fact that different people may have their own unique interpretation of the brand – but it all adds up to what makes Dufftown so memorable."

He added: "By creating a unique, modern identity for Dufftown, we aim to support local businesses and give them an edge over other destinations by creating greater awareness and appreciation of Dufftown and all it has to offer."

Laurie Piper, Visit Moray Speyside chief executive, said: "We welcome the opportunity to support the Destination Dufftown campaign.

"As the capital of Malt Whisky Country, Dufftown is uniquely positioned to make a significant contribution to rebuilding Moray Speyside's tourism industry with a strong brand and a cohesive, collaborative place-based approach to marketing and promotion of the town."

Destination Dufftown has launched initially on Facebook and Instagram.


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