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Visit Scotland | Alba
Article published 11/03/2022

The Tain and District Development Trust (TDDT) has launched a new visitor destination brand, the Easter Ross Peninsula (ERP), to promote the area as a unique visitor destination within the Highlands.

TDDT initially soft-launched the re-brand of Easter Ross Peninsula through developing a new website, social media content and a stakeholder launch. On Thursday 10 March, they released a brand-new promotional film, created by Scene-It Media, to showcase all there is to see, do and experience in the Easter Ross Peninsula.

New Easter Ross Peninsula Film

This slow release of the new destination brand was primarily aimed to introduce the Easter Ross Peninsula brand to both our communities and visitors but also we were in the middle of a pandemic, we knew visitors were already here or had plans to come. We wanted them to make the most of their time here, but we also needed a way to communicate about being responsible too. The most important part of officially launching, as a new destination, was to make sure our local communities were ready.

Rachel Cunningham, Marketing Officer at Tain and District Development Trust

The development of the Peninsula as a visitor destination began in 2018, when the local community expressed their desire to increase visitor numbers to boost social, economic and environmental growth.

This has led to the creation of the Easter Ross Peninsula, which now exists to maximise the offering of the local area and assets – including the people, places, services and businesses. The ERP creates an opportunity to bring them together to boost the local economy, encourage local investment, develop training and youth employment opportunities while also creating a long-lasting legacy.

Glenmorangie’s marketing agency, Zero, supported by helping the community to create a name and brand identity to put the destination on the tourism map. This made the Easter Ross Peninsula brand a reality – as selected by vote of the local community.

The launch of this new tourism destination is a huge opportunity to promote all that there is to see and do in this unique part of the Highlands. The new brand will help encourage visitors to slow down and take their time to explore the region more widely. It has been a pleasure to work with Tain and District Development Trust, local businesses and the community on this initiative and I look forward to continuing to support the sustainable recovery of tourism in the region.

Caitlin McLeod, Regional Development Executive (North) at VisitScotland

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