VisitScotland conducted extensive brand
research in late 2001/early 2002 to find out why people visited
Scotland and what the country represented as a brand.
The research showed that Scotland has world
famous icons such as whisky, tartan, golf and castles along with
strong, romantic and rich imagery. The people of Scotland are
respected and admired throughout the world but there were issues
with the destination being seen as expensive and remote.
Emerging from the research were three key
words, each representing the Scottish brand:
- Enduring - The buildings and architecture,
history, culture and tradition.
- Dramatic - Dramatic scenery, beautiful light
and the drama of the changing weather.
- Human - The Scots are seen as down to earth,
innovative, solid and dependable, and full of integrity and pride.
The survey showed that people felt they got the genuine article
when they came to Scotland and that there was nothing synthetic
The consumer branding research also showed
that the tourism industry should work towards four core values for
a successful future:
- Integrity - Working together, not
over-promising and enforcing quality levels.
- Pride - Passionate about Scotland, sharing our
enthusiasm and delivering the best experience of Scotland.
- Proficiency - Knowing our customers, dealing
with things on the spot, continually improving and learning, and
enforcing best practice.
- Innovation - Open to new ideas, unafraid of
change, individually responsive and responsible, providing
solutions and doing things better.
On the basis of this, VisitScotland
developed the 'Live It. Visit Scotland' campaign which shows
through TV, cinema, press and poster advertising how Scotland can
engage all five senses to deliver a life-enhancing break which
visitors feel they could not experience anywhere else.
The 'Live It. Visit Scotland' campaign,
running since Spring 2002, aims to capture the true spirit of
- awe-inspiring rural and urban scenery
- an ever-present sense of history
- welcoming people, passionate about and proud of their
These brand advertisements aim to create a
clear and almost irresistible image of Scotland in potential
visitors' minds. But we also need to give people a reason to visit
now - to turn Scotland from a 'might see one day' destination to a
'must visit', and also a 'must return', destination.