ACSEF has joined forces with leading energy industry bodies to launch a concerted campaign that will position Aberdeen City and Shire as a global energy hub.

The public private sector partnership, which drives economic development in the region, has teamed up with Oil & Gas UK, OPITO, ITF and Aberdeen Renewable Energy Group (AREG) to ensure that clear, consistent messages about the region’s energy credentials and capabilities are communicated around the world.

ACSEF’s flagship project, Energetica, will form the bed-rock for the campaign, along with the promotion of new developments and improved infrastructure. Today it was announced that Energetica is now an integral part of the region’s strategic development plans. It is included in the Aberdeen City and Shire structure plan, approved by the Scottish Government and more details will be outlined in both councils’ local development plans.

The project’s brand identity was unveiled today along with the workgroups set up to progress the project.

Conceived by the private sector, Energetica is a 30 mile development corridor that stretches from Aberdeen Airport and the Bridge of Don to Peterhead. The aim is to create a high energy, low carbon lifestyle destination that will offer exemplar residential, leisure, business and education facilities that will attract people and businesses from around the world.

“Aberdeen is recognised as the oil capital of Europe but as the energy industry evolves to meet the challenges of long-term sustainability, it is vital that the region re-positions itself as a global energy hub,” said Tom Smith, chairman of ACSEF.

“The simple message that we must convey to the world is that Aberdeen City and Shire has the highest concentration of energy expertise, experience, skills and technology in the eastern hemisphere combined with fast-growing infrastructure and exciting new developments.

”By bringing together the key organisations and the businesses they represent we can make sure that all the stakeholders in the region’s future growth are working towards the same goal and communicating consistent, compelling stories about the region that will attract new investment and business.

“The Energetica proposition embodies this message. It offers a tremendous opportunity for powerful growth, further diversification and continued prosperity within the region, building on the solid knowledge, technology and trading base developed around oil and gas.”

The campaign will aim to promote the region’s global energy expertise, intelligence and research capabilities, raising awareness of its high quality, all-energy profile and reinforcing its position as a global energy leader for the future through this deep-rooted experience and skills base, global network of operations, training and learning facilities and emerging renewable sector.

Following the publication of  the strategic framework for Energetica, the corridor has been ear-marked for development in the region’s strategic development plan and is included in the main Issues Report for Aberdeenshire Council’s local development plan which is currently out for consultation.

The project team, led by representatives from Scottish Enterprise, Aberdeen City and Aberdeenshire Councils, is currently setting up five workgroups which will focus on the various elements of the project. They are energy technologies and supply chain development, lifestyle and leisure, planning and design, marketing and branding and major project delivery. These groups will be led by the public sector with private sector specialists to assist in shaping and delivering the concepts and strategy outlined in the strategic framework so that Energetica becomes a tangible reality.

The regional transport partnership, Nestrans, is also playing a role in the drive to establish Aberdeen City and Shire as the Houston of the Eastern Hemisphere because transport infrastructure is seen as a major enabler in delivering future growth.

“Improved transport infrastructure is not only crucial to delivering Energetica but will enable future growth of the region. The AWPR and third crossing over the River Don are key elements in the Energetica project but also vital links in delivering public transport improvements. The sustainable aspects of Energetica and the region’s strategic development plan – locating homes close to work -  also play to Nestrans’ aim of creating a more sustainable transport network,” concluded Derick Murray, director of Nestrans.