matlo Posted January 2, 2013 Report Share Posted January 2, 2013 I think Kavi is making some really valid and interesting points here. For a start, Shetland is not unique in having a problem with Visit Scotland - a lot of Scottish regions have complaints about their marketing being geared towards steering tourists towards 'main' tourist centres and high profile destinations at the expense of some of the more interesting but out of the way areas. It seems to be a branding exercise that has lost sight of what it was set up to do and has become more concerned with its own organisational brand than being relevant to the industry it's supposed to serve. It hasn't been very good at listening to its client organisations or the public. The thistle logo is part of its branding, designed to unite the Scottish tourism under one banner and also to make themselves essential. Like any big organisation one of their central concerns is to boost their own importance and bureaucracy. The big problem for Shetland tourism is that if we rely on Visit Scotland to promote the industry then we will inevitably have to be sold as a peripheral part of 'Scotland the Brand' - a distinctive part of Scotland but part of a big picture nonetheless - just an interesting bit of Scotland that's expensive to get to. Marketing needs to be founded on the fact that Shetland is unique, has its own distinctive identity and will offer something different to visitors in both physical environment and culture. If there's no difference from Scotland then what would be the attraction? Why pay the extra fares? The thistle logo (apart from irritating many Shetlanders by its connotations of Scottishness) underplays the difference and undermines the unique image that makes potential visitors curious. Definitely get rid of it in favour of a more suitable symbol. Quote Link to comment Share on other sites More sharing options...
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