Capturing the essence of a brand from its history: The case of Scottish marketing

Received (in revised form): 14th September, 2005

IAN YEOMAN is the Scenario Planner for VisitScotland, the national tourism organisation for . He has a PhD in Management Science from Napier University, and is the author/editor of nine tourism books. Ian is the Editor of the Journal of Revenue and Pricing Management and has taught on a number of courses. His special interests include the use of modelling techniques to interpret and analyse tourism scenarios and policy.

ALASTAIR DURIE was a senior academic at the University of , but now teaches at the University of . He is author of a number of works on the history of including Scotland for the Holidays: Tourism in Scotland c.1780–1939, which was published in 2003, and Water is best. Hydropathy and Health Tourism (in press).

UNA MCMAHON-BEATTIE is a lecturer, researcher and consultant at the University of Ulster, . Her research interests lie in the areas of tourism marketing and tourism futures. She has published widely as an author and book editor in the UK and internationally. Una is the Practice Editor of the Journal of Revenue and Pricing Management.

ADRIAN PALMER is Professor of Services Marketing at the University of Gloucestershire Business School, Cheltenham, UK. After holding marketing management positions within the travel industry, he joined academia where he has researched buyer-seller relationships within the service sector. Recent research has been published in the European Journal of Marketing, Journal of Marketing Management, Journal of Strategic Marketing and Journal of Services Marketing.

Abstract History has a habit of repeating itself but many people tend to forget this. This paper sets out to show how the history of Scottish tourism becomes a pattern for the future. In a climate of consumer trends, such as escapism, wellbeing and culture, the past becomes a retrospect of the future. By focusing on experience, cultural capital and authenticity, a marketing proposition is created through a brand essence that reinforces the philosophy that history is the future.

INTRODUCTION whether domestic or international. The worldwide growth of tourism This propensity for tourism, as in other must count as one of the most countries, is linked to growing af- remarkable achievements of the last 50 fluence and general well being. In- years.1 With one or two exceptions, creasing disposable income and a desire the proportion of the world population for a better quality of life have not only

Dr Ian S. Yeoman taking part in tourism activity has risen encouraged those who traditionally Scenario Planning Research year on year through the last three have not taken a holiday, but also Manager, Visit Scotland, decades. The tourism industry in encouraged those who already take Ocean Point One, 94 Ocean Drive, Scotland has been booming for the holidays to increase the number and Edinburgh EH6 6JH, UK last 20 years. Almost every year, a frequency of their holidays. There is Te l : ϩ44 (0)131 472 2388 Fax: ϩ44 (0)131 472 2223 larger proportion of Scottish residents now a greater propensity for travel to E-mail: ian.yeoman@.com takes part in tourism-related activities, faraway places and for weekend breaks.

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Themorepeoplebecomeaffluent, the marketplace, destinations need to per- more money is spent on leisure suade potential tourists to visit and activities. Spending on out-of-home revisit one place instead of another leisure has nearly doubled over the last based upon whether they feel emotion- decade and now comprises 25 per cent ally close to the destination. This of total household expenditure. cognitive appeal to hearts and minds is The importance of tourism cannot the territory of brand equity. be understated. According to the World Tourism Organization,2 tourism is the world’s largest growth industry. HOW DESTINATION IMAGE IS Receipts from international tourism GROUNDED IN THE PAST have increased annually by an average The historian Hobsbawn5 observes that of 3.3 per cent since 1995, to reach the past is a permanent component of US$523bn in 2003. During the same human consciousness and patterns of period, international arrivals rose by a the future. Each generation learns from yearly average of 3.9 per cent to reach the previous one and in the knowledge US$703m in 2002 (there was a slide of transfer process copies, improves and 1.7 per cent in 2003 due to the Iraq reproduces its predecessor as far as conflict, SARS and a persistently weak possible. If many ‘big new ideas’ in economy). Today, tourism in Scotland business are examined critically, it will contributes 4.5bn to the economy, be found that these ‘new ideas’ have represents 5 per cent of Scotland’sGDP been present in Scottish tourism for a and 8 per cent of employment3 but it long time. It may be through youth- is scarcely understood and often taken ful naivety or excitement that a new for granted. Tourism is now a world- phenomenon is regarded as genuinely wide industry. Every destination and new, but a wiser person would see the country partakes in tourism, even those historical antecedents. traditionally closed countries such as Anholt6 argues that destinations can- North Korea or Iran, whether it is not separate tourism and country or a six-star hotel in Dubai, veterans’ place and product. Supporting this, tours of Vietnam paragliding in the Olins7 and Papadopoulos and Heslop8 Namibian desert or cruising in the state that a country’s image, culture Indian Ocean. and appeal are all one and the same, According to Morgan et al.,4 today’s therefore they become the foundation tourists are not asking ‘What can we of place marketing and a country’s do on holiday?’ but ‘Who can we brand equity. These authors suggest be on holiday?’. Tourists are in- a country’s history is its destination creasingly looking for escapism, cul- image. Manifestations of a country’s ture and discovery. These create the history represented in such features as basis of an emotional connection that Scottish diaspora, sport as heritage (eg marketers can exploit through brand- ) or the Edinburgh Festival are ing. Branding continues to be the most ways to celebrate national identity. The powerful tool available to destina- opportunity for national tourism or- tion marketers confronted by increas- ganisations is to optimise present and ing product parity, substitutability and future consumer trends such as the competition. Yet despite this aggressive interest in cultural capital,9 the desire

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for new experiences10 and the search from the past which are still ‘cur- for authenticity11 against the destina- rent’ and likely to be valid, albeit tion offering. From a Scottish Tourism reshaped and restated, which should perspective these trends correlate with inform marketing and policy planning? the present offering and provide the Alphonse Karr, the French writer and opportunity for growth. Durie’s12 study editor of Figaro, stated in his satirical of the history of Scottish tourism iden- review, Les Guepes,14 ‘Plus ca change, tifies many stories and historical events plus c’est la meme chose’—‘The that are a representation of Scotland more things change the more they stay today and in the future. Hence, this the same’. captures Hobsbawn’s13 view that the past is a permanent component of human consciousness and patterns of A LOOK AT THE PAST the future. From a historical perspective, why did There is, of course, a real debate tourists come to Scotland? According about the relationship of the past to the to Durie15 the first tourists were in future. Is the past just that, or does it fact accidental tourists but Scotland offer pointers and lessons to the brand by the early 19th century had estab- marketing manager? Or is the modern lished a reputation not as a barbaric world just too different? There are and hostile place, but as a respectable those who argue that the study of the and safe destination. This was in con- past is not just an end in itself, but can trast to other parts of Europe, includ- provide a guide to the future direction ing Ireland. Indeed, it was a place and strengthening of the brand. The where young men would not fall into past is a kind of laboratory, which sexual temptation, thanks to the rule of allows the identification of key causal the Kirk, and travellers were unlikely factors, their classification into continu- to be mugged. Additionally, during ing or ephemeral, and some degree of the French Revolution, many of the extrapolation from past performance nobility could not embark upon the to the future. Much prediction and Grand Tours in Europe, so instead they projections in marketing are based on went to Scotland. A writer in the the past, or at least a reading of it, but Quarterly Review observed in 1809 that considerable scepticism attaches to this ‘since the Continent is shut against exercise in the minds of some market- us, Edinburgh is as much visited by ing managers. Reading the past does every dashing citizen who pretends to not guarantee the future; as with stock fashion, as Margate or Tunbridge’.16 market investments, ‘past performance Scotland is often associated with does not guarantee future returns’ be- rain, more rain and dreich days. This is cause there are too many variables. nothing new, during the mid-1850s, Yet while agreeing that the forecast- newspaper reporters such as John Hope ing of visitor numbers is an uncertain were extending their coverage of the activity, and certainly not a science, weather from big cities to the resorts, there is a need to develop market- and forecasts had an impact on the ing plans on a basis which is more impulsive traveller. It was noted in the than mere guesswork. Are there pat- summer of 1873 that it was one of the terns and forms of tourism in Scotland worst years for tourism in Scotland due

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to a combination of a cold spring, in Scotland included the well-trod- disease and rain. den tracks up Ben Lomond and Ben Durie17 identifies sport as the major Nevis. Blackwood’s Edinburgh Magazine force of 19th century development of in September 188219 remarked that ‘the Scottish tourism, rather than scenery. It increase in this mania for mountain was in Scotland that the game of golf climbing was quite remarkable’,even was invented, hence Scotland has be- though it was critical about the physical come known as the home of golf. condition of some participants, with Small wonder, therefore, that in the every year some elderly gentleman, chaos of Perth Station in mid-August, whose ambition had outstripped his as painted by George Earl in 1895, constitution, having to be rescued from there are among the gun cases and the hills. other luggage, golf clubs aplenty. In Climbing, walking and rambling at- 1888, the Golfers Annual listed 73 tracted growing numbers of visitors in golf courses in Scotland, but between the 19th century, whereas fishing was 1870–1914, across every major city and a bigger attraction. It was noted in the holiday destination, the development height of the angling season that is of 200 new courses took place. When from March until June, that every a golf course was opened in Burntis- cottage on Tweedside was occupied by land in 1898, many out-of-town play- ‘some piscarory amateur’. The prime ers came by steamer from Leith. At focus was trout, rather than salmon nearby Kinghorn, of the 234 members which were mostly reserved for the enrolled, more than 135 had an Edin- gentry of society. Today, grouse shoot- burgh address, and only 31 were from ing, once the preserve of the upper the burgh. Golf tourism was born, and classes, has been superseded by adven- as Baddeley remarked in his Thorough ture sports and activities such as white Guide in 1908, ‘in Scotland, a place is water rafting, bugging, sand yachting not a place without its ‘‘gowf’’.18 Golf and paintballing. today is still as important as it was in Today,thegrowthoftourisminNew Victorian times. Zealand in one respect is associated Grouse shooting is another sporting with the Lord of the Rings Hollywood icon associated with Scotland. With the trilogy where the media are driving Preservation of Game Act (1771) Scot- tourists to the destination. In Scotland, land had set the seasons, 12th August to the effect of Sir Walter Scott’s Lady the 28th December for grouse (grouse of the Lake in 1810 was dramatic. It was (and remains) the first of the British sold 20,000 copies in that year and game birds of the season). On the eve triggered a rush of visitors. For the of the glorious 12th, monster trains Trossachs the results were immediate. could be seen leaving heading In that November, Sir John Sinclair for Perth and laden with wrote to Scott20 to congratulate him on gentry, servants, dogs and guns. Scot- increasing the number of visitors to land was a sporting playground, be it Katrine and the Trossachs beyond fishing, yachting, deerstalking or moun- measure: ‘My carriage was the 297th in taineering; all of these activities had the course of this year and there never a pedigree associated with Scotland. had been above 100 before in any one For example, mountaineering origins season’. Sinclair urged Scott to consider

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a sequel to be entitled ‘The Mermaid’ Englishman. Here the tourist forcibly or ‘The Lady of the Sea’, and to be set seizes their true character’ which he in his native Caithness, in the hope of called ‘bold featured, majestic and deso- inspiring a similar tourist boom there. late’.27 This is an early example of product Getting beyond the Highlands to the placement and advertising, not much Isles also offered an opportunity for different from the impact of the Da escapism. As Scotland has 6,000 miles Vinci Code today. of coastline,28 the wonder of the Isles Hay21 writes that health and spa with their rocks, stacks and secret inlets tourism is a trend that many tourists are compounded by isolation and breath- following. Tourists turn to spa treat- taking beauty is a characteristic found ments for relaxation and to beat the nowhere else in the UK. However, the stresses of modern daily life. In Vic- biggest difficulty was getting tourists to torian times, tourists turned to health and around Scotland. It was Thomas either by way of a cure or tonic. It was Cook of Leicester who pioneered the hydropathic establishments and their excursion to Scotland.29,30 Cook’s con- ‘water cure’ like those found at tribution to tourism lies in the Peebles, Crieff and Craiglockhart that organisation of tours with all travel and drew increasing numbers of visitors. accommodation planned down to the Combined with a therapy of golf and last detail. His genius was to open up exercise, these establishments were Scotland to a much wider constituency central to the perception of ‘Scotland than the upper classes. By providing for health’. tours costed down to the last penny, run Many of the tourists who came to methodically and to a tight schedule, it Scotland in the early 19th century were gave confidence to those who had little a new wave of adventurers, travellers or no experience of longer distance and investigators.22 They wanted more travel. Scotland became a favourite than sport.23 They were in Scotland for haunt for Cook, returning two or three the scenery: times each season with parties. Every- one spoke favourably of Cook, includ- ‘They came north in growing numbers after ing (with some envy) the managers of 1840 to search out for the simple mag- the railway companies whose business nificence of nature, exhibiting in sublime he so increased. The Railway News variety her stupendous monuments; that visual balance of symmetry between the (8 September, 1866) reported that stark nakedness of the hills and the glorious ‘this week Mr Cook has brought beauty of the woods that clothed them.’24 3,000 excursionists from the Midland townsonavisittoScotland... Such reasons are true today, as a desire looking to the large numbers he to escape and to ‘getawayfromitall’ has to marshal and provide great mentality still can be evidenced.25,26 It quarters for, it is wonderful how few was on his way North in 1804, when hitches occur and how few let- Mawman caught sight of the Cain- ters appear in the newspapers’.31 gorms, their he first beheld the High- Today, the tourist has become his lands, sweeping along in that wild state own travel agent, using internet of nature which produces an impres- sites like www.visitscotland.com or sion perfectly new to an untravelled www.expedia.com.

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Turningtomoreofamoderntheme, beyond. It is an industry which cannot the idea of an international festival be outsourced to India or China, as are of music and drama in Edinburgh financial services and call centres. It is emerged32 late in the Second World an industry which takes place all over War after it was realised that, with the country, not just in one location. It continental Europe in ruins, the in- will last longer than oil and gas when ternational festivals of Munich and these resources are exhausted. More Salzberg would take time to re-establish importantly, it is an industry which themselves. Many doubted whether represents the nation’sidentity,values Edinburgh could mount such a fes- and culture. It is this identification of tival, and if it had not been for the past and culture which will be of the pioneering work of Rudolf Bing, benefit in the future, and will deter- the festival would not be here today. mine marketing strategies in the fu- The first festival was in fact an art- ture. istic success, attracting high-quality in- It was Wilmott and Nelson35 who ternational performers including the identified the complexity of con- Viennese Philharmonic and Margot sumerism with consumers seeking Fonteyn. But even in those early days, new meanings consistent with Mas- the clashes between elitism and popular low’s self-actualisation concept. Initially culture were evident. In 1947 eight people are concerned about wider theatre groups turned up uninvited to issues such as the environment, animal the first Edinburgh International Fes- rights or third world employment. This tival and had to fend for themselves. So movement to self-actualisation is a the fringe was born. In 1948, Robert search for a wider meaning and sense Kemp of the Evening News unknow- of worth beyond material possessions. ingly coined the name: ‘round the It is a fulfilment of moving beyond fringe of the official Festival drama goods and services to experiences. At there seems to be more private en- one level, it is increased spending on terprise than before ... I’m afraid some holidays, eating out, theatre and so on, of us are not going to be often home but also includes special experiences during the evenings’. In 2004, the such as white water rafting, spending a fringe was represented by 735 groups weekend at a health spa or shopping. and 15,621 performers. This is what Pine et al.36 call the ‘experience economy’,where providers have to stage an experience MOVING INTO THE FUTURE: for consumers that goes beyond basics. EXPERIENCE, CULTURAL CAPITAL It is also seen in the night-time leisure AND AUTHENTICITY economy, reflected in the 24-hour If Hobsbawn33 is correct that the past opening of bars and the privatisation of is a representation of the future, what cities’ public tourism spaces. does this mean for the future of Scot- In addition, drawing upon the tish tourism? Durie34 notes that tourism influential French sociologist Pierre has flourished in Scotland since Vic- Bourdieu, Rifkin37 maintains that the torian times and is an industry with an critical currency of the modern world everlasting future. One thing is certain; is cultural capital. This is the tourism will be there in 2025 and knowledge and experience of arts,

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culture and hobbies that help to define capital and authenticity, it should be individuals and critically differentiate well positioned for the future. So how one from others (eg whether one can will these elements help to shape the talk authoritatively about opera, wine future of tourism? or even Big Brother). He argues that people are moving from an era of industrial to cultural capitalism where Authenticity ‘cultural production increasingly be- Lennon39 points out that those des- comes the dominant form of economic tinations that can distinguish them- activity’ and that securing access selves from the competition through to the many cultural resources strong icons will survive and thrive and experiences that nurture one’s due to the phenomena of in- psychological existence becomes just ternational growth in tourism over as important as holding property. the next 20 years. Scottish icons Whether the culture is high (opera) or such as the history of , golf, low (celebrity watching) one can whisky, breathtaking landscapes, fes- differentiate oneself, gain kudos and tivals, monsters, isles and cities make access opportunity by having cultural Scotland an authentic experience with knowledge or experience. So as high iconic value that cannot be cultural capital becomes important to manufactured. Holidays that focus on the consumer, Scotland is well placed the real Scotland, such as activities to meet that need. The marketers of of tracing one’s roots and ances- tourism destinations needs to under- tors, are now major hobbies that stand such developments in the are shaping tourism. Websites such development of brand plans. as www.ancestralscotland.com facilitate As the experience economy such activity, leading visitors to matures,38 a shift is identified in which come to Scotland to search through authenticity has cultural capital. graveyards or records for their ances- Consumers decide to buy or not to tors or living relatives, either on buy based upon how real they perceive organised study tours or individual the product/service offering to be. itinerary. Nowhere else in the world Thus, the rendering of authenticity is tartan associated with a country. The emerges as a selection criterion for kilt is unique to Scotland and is tomorrow’s consumer. Authenticity recognised all over the world. The means that consumers focus on the Edinburgh Military Tattoo continues pure experience and search for a truly to sell out every year, six months in authentic tourism product or service advance. It is the combination of the which is steeped in culture and history. castle venue and tartan, bagpipes and This suggests that brand ethnicity drums with Scotland’s military history should be at the heart of marketing. that makes the Edinburgh Tattoo such an iconic event with international appeal. FUTURE POSITIONING FOR Whisky is one of Scotland’sleading SCOTTISH TOURISM exports. Its alliance with tourism is Given the history of Scottish tourism evident, whether it is a tour of and the desire for experience, cultural distilleries, a visit to the Whisky

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Heritage Centre in Edinburgh, whisky combined with holidays. An awareness trails through Speyside or simply en- of Scotland as a high-quality environ- joying decent single malt after dinner. ment is well established. The promo- The authenticity and remoteness of tion of Scotland as a green tourism and Scotland’s Isles is something that has environmentally friendly destination is not been spoilt by the trappings of a essential. For example, the change in modern world. Destinations like Shet- behaviour of German citizens in refuse land and the Isles offer tran- sorting and collection means that these quillity and solitude away from the consumers specifically seek out green hustle and bustle of daily life. Scotland’s tourism accredited products. The trait cities offer a richness of history, is now conditioned into many sophisti- whether it is the Georgian new town cated consumers to the extent that a of Edinburgh or Stirling’s castle and the concern for the environment leads to Wallace monument. conservation-style holidays, in which tourists repair dry stone walls in local communities in order to ‘feel good’. Experiences The desire for escapism and activities is well established within Scottish Cultural capital tourism. The growing trend for alter- As the authors talk about the ‘arts’, native lifestyles, concerns about food they reflect upon the role of cul- supply and obesity lead to a desire for ture in society as a means of fulfil- health, activity and wellbeing. The ment. The rise of the entertainment development of spa tourism is well economy is an accumulation of ex- established in mainland Europe. These periences. From a tourism perspec- consumers are high spending with high tive, it means hobbies as activities and expectations. Scotland’s provision of cultural festivals. Scotland is well as- hydropathic spa services will lead to a sociated with cultural capital. One has product which will link beauty and only to look at Edinburgh as a festival anti-ageing to health spa treatments. destination, which includes the In- The concerns over diet and food ternational Festival, the Fringe, jazz supply will facilitate more farmers’ and blues, television, film and Hog- markets and food tourism based upon manay. Traditional art forms include natural and local food produce. Con- dance such as the Scottish Ballet or the cerns about obesity and anti-ageing visual arts such as the National Gal- will drive the sport and activities leries. Whether it is an interest in markets. Traditional activities such as Celtic culture such as the Mod or walking and cycling will be supple- celebrity spotting at the MTV Awards, mented with soft adventure sports such Scotland offers a diverse cultural ex- as blow-karting, bugging, white water perience from heritage to modern. The rafting and abseiling. Destinations such interest in hobbies such as reading as and Arran will be- has resulted in a destination such as come known as adventure sports Wigtown being developed as a book- playgrounds. Many of these activities town or there is the artists’ town, will focus on the weekend leisure Kirkcudbright, for art appreciation or a visitor, where activities are hobbies weekend break.

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WHAT DOES THIS MEAN FOR This paper has shown the complexity MARKETING SCOTTISH TOURISM? of a tourism destination brand and Experience, cultural capital and authen- emphasised that it is not just tangible ticity are the essence of the brand of elements of a destination that constitute Scotland and tourism, so this naturally the brand, but also its heritage and leads to the development of a branding culture which become embodied into proposition for Scottish tourism. The it. A study of the history of Scottish starting point is trying to separate the tourism reminds one about the im- images of country and tourism, when portance of the ‘essence’ of a brand. in fact they are the same essence Given centuries of history, culture and or very close. Thus, the branding development, a vital foundation for of a destination is predominately as- brand development is available to the sociated with the images and values of marketer. Current communication may the country. Morgan and colleagues40 emphasise the popular aspects of his- state, in marketing terms, the brand tory, and may seek to turn attention represents a unique combination of away from the darker side of history, product characteristics and added value, but the marketer must begin with a both functional and non-functional, sound understanding of what makes that takes on a relevant meaning that is the essence of a brand in the eyes of inextricably linked to the brand, aware- target customers. ness of which is conscious or intuitive. From the essence comes the brand Hence, it is the image of the product proposition — what are the particular created in the consumer’smindand benefits that a visitor to Scotland will how it is positioned which are of gain from a holiday there? Clearly, importance to marketers.41–43 the essence of the brand is consistent At VisitScotland (the national with a diverse range of brand proposi- tourism agency responsible for market- tions, so the essence of dramatic his- ing Scotland as a tourism destination), tory could be turned into propositions the brand essence is a definition of the appealing to hill-walkers, artists and brand’s true character that binds all sports enthusiasts, among others. The aspects of the brand together in a brand proposition to each of these motivating, unique and credible way. groups is then supported with descrip- This means capturing the experience of tions and symbols to show how the Scotland as a tourist destination.44 It brand will create an experience which means building a brand essence that they value. captures feeling from a rational to an A ‘brand essence wheel’ is a useful emotional perspective. At VisitScotland device for summarising how the past the brand has been positioned by can relate to the present positioning of answering the following questions: a brand. It is essentially a concep- tual map that brings together issues — What does the product do for me? connected with the development of — How does the brand make a brand, and avoids a myopic view me look? which focuses on present perceptions — Describe the product. of the product’sfeatures. — How does the brand make The preceding discussion about the me feel? development of Scottish tourism has

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Facts & Symbols Rational Highlands scenery, tartan, bagpipes, castles, lochs, whisky, golf, Edinburgh, accent Spacee Landscape What the Adventuree Proposition Vibranti cities Describe product does Culture & historyr the Relaxesa Scotland for me Outdoor activities product Stimulatess A powerfully enriching personal experience World class golf Challenges “Live it” Festivals/ Diversityi Essence Wildlife Romance - Enduring Fine food & drink Authentic - Dramatic City & rural breaks - Human B&B - 5* luxu ry Welcomelcome Discerningn The natural wonder of Real Northern Europe Friendly Special Culturedlr Proud Enrichedhd

Individualii Rejuvenatedne Unpretentious Independent Professional Confidentt Inspired How the In awe How the brand Different Brand personality brand makes Safee makes me look me feel

Innovation, integrity, pride, proficiency

Values Emotional

Figure 1 VisitScotland brand essence wheel

been synthesised and portrayed in a world cup in Fortwilliam, the urban rat brand essence wheel (Figure 1). The race championships in Edinburgh, bug- framework has been used by VisitScot- ging on the or blow-carting land for developing its destination in St. Andrew’s Bay. These adventure marketing, which has focused on three sports represent the tourists’ desire for key elements of brand essence: ‘endur- new experiences drawing upon the ing’, ‘dramatic’ and ‘human’,eachof words space, adventure, challenges, dif- which relates to the natural wonders of ferent, innovation, inspired, enriched and northern Europe. Essentially, the in- real,ascapturedinthebrandessence gredients that make up brand essence wheel. The Marketing Society of build upon the concepts of experience, Scotland has acknowledged the excel- cultural capital and authenticity,andthe lence of this campaign by awarding it preceding discussion reports how the its annual Brand Development Award link between these concepts and the 2005 for Adventure Tourism. brand essence was made. The desire for authenticity is The present VisitScotland campaign reflected in the ‘Perfect Day’ campaign Live It. VisitScotland draws upon the (see Figure 3) that promotes the core attributes of the brand essence wheel essence of the brand wheel as enduring, (Figure 2) for all advertising. For dramatic and human. Imagine oneself example, today Scotland’sadventure standing at the Waterloo Tube Station, tourism product extends beyond the London, at rush hour feeling hassled, traditional sports of golf, grouse shoot- stressed and rushed. VisitScotland ing and walking to the mountain bike displayed a 166-foot poster on the

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Figure 2 Adventure tourism poster: ‘Live it. VisitScotland’

Figure 3 Waterloo poster: ‘Perfect Day’ campaign

platform depicting stages in a perfect draws upon the words culture, heritage, day of a relaxing break in Scotland. enriched, inspired, special, safe, proud, real The poster alludes to the relaxing space and authentic from the brand essence and tranquillity of Scotland and focused wheel. By using an internet site (see on trying to get Londoners to choose Figure 4) potential visitors have a a recuperating short break. gateway which allows them to search Searching for family roots or ances- for information about their ancestors tors is a growing niche market for and encourages them to visit Scot- Scottish tourism. The foundation of land. this product is based on the Scot- tish diaspora.45 The market is worth £153m46 and it is projected to be CONCLUDING REMARKS worth £368m by 2015.47 This tourism So, there is truth in Hobsbawn’s48 product developed by VisitScotland philosophy that history does repeat

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Figure 4 Web page for www.ancestralscotland.com

itself. This past provides material for today must ensure that the past is tourism to exploit, and indeed is conserved in order that those in the recreated for present and future con- future can see it and imagine it. That sumption, although there are limits to it has an everlasting future must be this process as the title of David ensured, as it is the Lowenthal’s49 (1985) magisterial study that is the brand of Scottish tourism. reminds one, ‘The Past is Another The concept of a ‘brand essence Country’. There is of course the reality wheel’ has been introduced as a that for Scotland the past, with its framework for establishing the links buildings, battles, culture and heritage, between the essence of a brand, the is a central element in the tourist brand proposition aimed at different package. For many visitors, it is the past target audiences, and the products and that matters rather than sport or features that these audiences will value. culture. It is a simple framework, which From a marketing perspective, the overcomes a myopic preoccupation brand essence reflects the history of with present-day features, possibly at Scotland and the tourism experience. the expense of a long cultural history. The importance of such a saying is that tourism is a representation of Scotland’s Acknowledgments identity that cannot be taken away. The authors would like to thank Jacqui Souter Those with responsibility for tourism (VisitScotland) for assistance with the brand wheel

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