Outer Hebrides Brand Creative Brief 30.7.2012

BackgroundThe Outer Hebrides Tourism Industry Association (OHTIA) are the tourism industry group for the Outer Hebrides islands and their communities.

The Outer Hebrides group of islands are located 40 miles off the north west of Scotland and include: Lewis and Harris in the north; North Uist, Benbecula, South Uist in the centre; and Eriskay and Barra in the south.

The OTHIA have set out to create a destination brand for the Outer Hebrides, which will be used as a catalyst for creating a unified approach for the tourism marketing and promotion of the Outer Hebrides as a destination.

The output will be made freely available to all individuals, businesses, organisations and other bodies that wish to promote the Outer Hebrides as a destination.

Setting the sceneThe following is the brand structure and brief which will form the foundation for the creative development of the Outer Hebrides brand. This brief has been informed using a combination of published reports and visitor research as well as a series of stakeholder workshops. These workshops were run along the island chain in June 2012. Please note that during the creative development, a number of creative routes will be developed for consideration and as such some of the phrases and words maybe altered or changed to reflect the creative concepts.

AudiencesAs a result of the workshops and discussions, it has become clear that the brand identity needs to work on a number of levels. It is not only as a tourism destination brand but as a brand that resonates with a destination to live as well as to do business that may not be connected to tourism. Therefore the brand needs to appeal to a wider market and should act as an umbrella brand for the many internal and external audiences of the Outer Hebrides. The following outlines the key audiences for whom the brand should connect:

Islanders- Those living and working on the islands- Those who live and work elsewhere in the world who return to visit family and friends

Visitors- UK visitors. These have been clearly defined as:

- Affluent Southern Explorers: 6.4% of UK Population –1.6M Households- Younger Domestic Explorers: 4.6% of UK Population –1.2 Million Households- Mature Devotees: 5.1 % of UK Population –1.3 M Households- Affluent Active Devotees: 6.7% of UK Population –1.7 M Households- Better Off Traditionalists: 8.9% of UK Population –2.3M Households- Northern ‘Sometimers’: 10.2% of UK Population –2.6M Households

- Europe. This market has come up very strongly in the workshops as a huge untapped potential. A market where the majority will have never even heard of the Outer Hebrides

- Worldwide. Particularly those areas with historic connections to the islands through emigration, e.g. US, Canada and Australia

Outer Hebrides Brief– July 2012 1

Business- Commercial Enterprises; e.g food, drink, fishing, farming, Harris Tweed, tourism businesses - Public Sector; e.g. Local Authority, Development, Education, Health, Transport- Clients of and suppliers to the islands

Brand VisionThis is the single most important thing we want the brand with the marketing strategy to deliver. It is the long term objective which has been informed by and connected to the Outer Hebrides Marketing Strategy.

“To encourage visitors to choose an island-hopping journey to experience the unique and rich diversity of the Outer Hebrides own environment and culture.”

Brand Proposition“Situated on Europe’s Atlantic edge, the Outer Hebrides are a unique and diverse chain of inter-connected islands with their own Gaelic way of life, offering a vibrant activity, food, music, art and craft culture. Set in an outstanding and diverse natural environment rich with wildlife and heritage, the Outer Hebrides provides a very special chain of islands; ideal for those who are those seeking peace and tranquillity or active adventure with a taste of a different way of life.”

Propositions key componentsCommunity- People (heroes, heroines, past and present, young and old, innovators and entrepreneurs)- Way of Life (Gaelic language written and spoken, Crofting, Business Enterprises, Faith, Music, Dance,

Festivals, Built Heritage, Education, Health, Food and Drink, Tourism, History)

Landscape- Water (sea water, fresh water, rain water, rivers, bays)- Land (mountains, Machair, beaches, lochs, moorland)- Wildlife (land, marine, birds, insects, reptiles)- Flora and Fauna- Wilderness- Landscapes and Seascapes - Geology- Ecology- Nature- Protected sites of Scientific Importance

Journeys- To and from the islands (plane, ferry, boats, causeways, bikes, walking, horse)- Worldwide connections- Emigration and coming home- Wildlife migrations (birds and marine life)- Genealogy - Export journeys (Shellfish, Harris Tweed, Whisky, Lamb, Beef, Arts and Crafts)- Adventurous journeys- Spiritual journeys- Archaeological journeys- Historical journeys

Outer Hebrides Brief– July 2012 2

Senses- Sound- Sight- Taste- Touch- Smell- Feelings - Beauty- Awe- Emotional- Fresh- Magical- Raw Nature- Freedom

Contrasts- Colour- Light- Sky- Clouds- Sun (sunrise, sunset)- Weather- Wind- Accessible yet remote- Tranquil and dramatic- Diversity within Community, Landscapes, Journeys and Senses

Brand ValuesThe Brand values provide the guidance and motivation that need to be lived up to strengthen our reputation in everything we do. We value:

FriendlyEnterprisingSharingTrue Freedom

Brand PersonalityThe Outer Hebrides personality is one that is:- Gaelic- Fluent dual language- Friendly and accommodating- Laid back and outgoing but when needs to be is quietly driven and determined- Encouraging and resilient- Beautiful and imaginative yet unpredictable and spirited- Bonded to the islands and passionate about the natural environment and the life within the islands.

Tone of voice- Is friendly - Uses our, we, you and your- It is informal but not over familiar

Outer Hebrides Brief– July 2012 3

- It is encouraging and engaging- It is honest and truthful- Is quietly confident and softy spoken- Graceful and appreciative

Brand Positioning Join us in the islands of the Outer Hebrides to experience a remarkable life on the edge of Europe’s Altantic Ocean.

Join us- Outer Hebridean welcome, friendliness, invitation, implies somewhere worth going to- Gaelic culture- Sociable- Taking part- Way of life- Us is more friendly – becoming part of the community, visitors are welcomed and wanted- Join is the islands being joined together- Join is a link too between the islands

In the- Being part of something- Also means the in-place- The word on would mean planned, scheduled, being on something rather than in something

Islands - More than one island- Helps people who do not know the Outer Hebrides are many islands if they have never heard of

them

Outer Hebrides- Our name - More than just one place- Outward to reflect outward looking

Experience- To take part, to try- To understand, to gain knowledge, - To find out, to explore, to practice, to learn, to observe, to feel- Applies to those seeking adventure or to those looking for peace and tranquillity- It is personal and be gained as a solitary experience, family/friend experience or community

experience, a way of life experience- It includes the experience of the senses and contrasts in the islands, communities, landscape and

journey.

Remarkable- Extraordinary- Amazing- People- Landscape- Sea- Beaches- Places

Outer Hebrides Brief– July 2012 4

Life- A living place- Life of people, life of nature, life of the sea, life of crofting, life of living and working, life in the past,

On the - Where the life is taking place

Edge- Somewhere different and you have to make a journey to an edge- Remote and Accessible- Peaceful and Exciting - Appeals to those looking for a view as well as these seeking extreme adventure- Reflects the vulnerability and survival of life on the islands- Reflects the determination, resilience, enterprise, resourcefulness

Of Europe’s- Gives the Outer Hebrides a wider sense of place in the world- Sets connections to Europe past and present. Only 4 hours if you fly via London- Access to a broader audience- Gives clarity

Atlantic - Which of Europe’s edges- Gives re-assurance

Ocean- A journey- The influence of the sea- A vastness- A place of contrasts.

Brand Positioning Strapline SentimentEngaging, Enlightening, Enriching

Brand PromiseRemarkable encounters We promise you…. ‘Remarkable Place: Remarkable People’‘Remarkable encounters’

Brand EssenceFreshNaturalWelcomingEnterprising

Outer Hebrides Brief– July 2012 5