Transcript Case Study
Case Study Arran The Product • • • • • • • • • • • • Dramatic rugged hills meets gentle rolling glens Sandy Beaches Outdoor activities (cycling, walking, sailing) Range of local products Traditional music Arts and crafts Geology Golf Castles and Gardens Viking/Bronze Age history Wet weather facilities Wildlife /nature Facts & Symbols • • • • • • • • • • An Island Goat Fell Brodick Castle Arran Aromatics Arran Produce Lochranza Distillery Robert the Bruce Standing Stones Holy Isle 1hr Glasgow / Prestwick Facts & Symbols Current Target Markets • Private family holiday home market • Local Scottish Market – Edinburgh and Glasgow (Yorkshire) • 45+ Couples • Scottish Families • Central Belt Golfers • Younger outdoor active market • Big day trip market (Brodick specific) Potential Markets for Growth • • • • • Central belt – huge untapped potential Northern English Family market Prestwick European Golfers Scandinavian Values – – – – Innovation Professionalism Pride Integrity How the Brand Makes Me Feel? • • • • • • • • Personally embraced Refreshed Invigorated Rejuvenated Enriched Relaxed Connected “My Island” How the Brand Makes Me Look? • Visitor – Discerning – Knowledgeable – Adventurous – Individual – Confident • Place – Fun – Easy rural escape – Vibrant – Inspirational – Tradition meets funky What the product does for me • • • • • • • • • • Island Experience – cross by ferry Scotland in miniature Accessible Year round events and activities Authentic Island life Good quality local products Health and wellbeing Spiritual/healing place Close to nature Safe Brand Personality • • • • • Welcoming Friendly Indulgent Expressive Romantic Proposition ‘Instant well being on Scotland’s most accessible Island’ The Vision for the Future • “The Isle of Arran – The No 1 Island experience destination in the UK” • Highly desirable short break choice • High value/quality visitors v volume of visitors • Year round – 12 months of quality tourism • 4 star destination • Good access to excellent products and Branded produce • Good awareness of offering and geographical position in UK Arran Creative Proposals