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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

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Case Study

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  1. Case Study Arran

  2. 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

  3. Facts & Symbols • An Island • Goat Fell • Brodick Castle • Arran Aromatics • Arran Produce • Lochranza Distillery • Robert the Bruce • Standing Stones • Holy Isle • 1hr Glasgow / Prestwick

  4. Facts & Symbols

  5. 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)

  6. Potential Markets for Growth • Central belt – huge untapped potential • Northern English Family market • Prestwick • European Golfers • Scandinavian

  7. Values • Innovation • Professionalism • Pride • Integrity

  8. How the Brand Makes Me Feel? • Personally embraced • Refreshed • Invigorated • Rejuvenated • Enriched • Relaxed • Connected • “My Island”

  9. How the Brand Makes Me Look? • Visitor • Discerning • Knowledgeable • Adventurous • Individual • Confident • Place • Fun • Easy rural escape • Vibrant • Inspirational • Tradition meets funky

  10. 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

  11. Brand Personality • Welcoming • Friendly • Indulgent • Expressive • Romantic

  12. Proposition ‘Instant well being on Scotland’s most accessible Island’

  13. 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

  14. Arran Creative Proposals

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