Outer Hebrides Brand Creative Brief 30.7.

2012
Background
The 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 scene

The 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.

Audiences
As 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
Outer Hebrides Brief July 2012

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

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 Vision
This 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 Europes 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 components

Community
- 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)
Outer Hebrides Brief July 2012

Adventurous journeys
Spiritual journeys
Archaeological journeys
Historical journeys

Outer Hebrides Brief July 2012

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 Values
The Brand values provide the guidance and motivation that need to be lived up to
strengthen our reputation in everything we do. We value:
Friendly
Enterprising
Sharing
True
Freedom

Brand Personality
The 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
- It is encouraging and engaging
- It is honest and truthful
Outer Hebrides Brief July 2012

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 Europes 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
Life
Outer Hebrides Brief July 2012

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
-

Europes
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 Europes edges
- Gives re-assurance
Ocean
- A journey
- The influence of the sea
- A vastness
- A place of contrasts.

Brand Positioning Strapline Sentiment

Engaging, Enlightening, Enriching

Brand Promise
Remarkable encounters
We promise you.
Remarkable Place: Remarkable People
Remarkable encounters

Brand Essence
Fresh
Natural
Welcoming
Enterprising

Outer Hebrides Brief July 2012