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Rabbie’s, the award-winning small-group tour provider, has unveiled its brand makeover as it celebrates 30 years of business. Alongside the refreshed identity, Rabbie’s is also launching its first ever national advertising campaign across TV, out of home and online, to raise awareness of its small group tours that are guided by storytellers.

The new tagline - Rabbie’s: Driven By Curiosity - reflects both what the business has represented for three decades and what it continues to deliver for its domestic and international customer base.

In 1993, Rabbie’s launched in Edinburgh, with only one van and a whole heap of enthusiasm for exploring the hidden gems of the country. Fast forward 30 years and its team now deliver memorable story-filled tours from nine UK and Ireland departure cities – including tours from Belfast and Bristol, which launched earlier this year – plus a wide range of six and 13-day tours in the heart of Europe.

To support awareness, Rabbie’s has launched a £100k campaign. It will include TV advertising, out of home advertising across high footfall areas in Edinburgh, digital ads across social media and affiliate ads.

Heather Reekie, Rabbie’s director of marketing and sales, 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, and its European tours take in the sights of Italy, Spain, Portugal and Switzerland. Bespoke private tours to visit places and hear stories close to customers’ hearts can also be booked.

For more information about Rabbie’s, visit rabbies.com

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