NOVEMBER 2, 2008 SPONSORED FEATURE Scottish Thistle Awards

Celebrating success with those who serve up the very best in tourism SCOTLANDonSUNDAY 2 SCOTTISH THISTLE AWARDS NOVEMBER 2, 2008

In celebrating excellence, the Scottish Thistle Awards encourage Ambassadors line up for the right to represent Scotland the global brand

Clare Damodaran Scotland attracts people from should be congratulated on all over the world, with their achievements and their many different interests and contribution to the growth of HE Scottish Thistle expectations of whataholiday Scottish tourism. Innovation vital Awards are all about experience should be. With There is also a single, standing up and being ap- such a diverse client base, discretionary award, the Silver T Scotland has all sorts of Thistle Award, presented to plauded for offering the bestexperience to visitors, and businesses thathelp deliver an individual who has made an for future growth for giving an ambassadorial wel- those experiences. outstanding contribution to come on behalf of Scotland. With 11 categories offering 15 the tourism industryin They are more than justa awards, the Scottish Thistle Scotland. badge of honour.The Scottish Awards aim to capture that This year thataward was John Swinney MSP help keep the economy in Scot- Thistle Awards are widely recog- diversity and, by recognising presentedtoTom Gillespie, Cabinet Secretary for Finance and land moving. Homecoming nised as the top accolades in the and celebrating excellence, owner and founder of Gillespie Sustainable Growth presents afantastic opportun- Scottish tourism industry. to encourage professionalism, Leisure, which operates four itytoboost visitor numbers in Organised by VisitScotland, innovation and creative highly successful caravan parks AS THE country’sbiggest the years ahead, and attract the awards are given to busi- thinking within the touristin- and two golf courses in the Dum- employer, tourism is central to those with an ancestral tie, nesses thatachieve consistently dustry. fries and Galloway area. the Scottish Government’s aim affinity or love of Scotland back high standards and for From a field of more than Diversifying from farming of increasing sustainable to our greatcountry time and outstanding achievement in 240 entries, 45 businesses into tourism, Gillespie has been economic growth. It is one of time again. categories such as innovation made the final shortlist and active and highly influential in our most important and valued But there will be other and marketing. the industry at national, region- industries. opportunities too – there is an Businesses don’t have to be al and local levels for many We are a country that is unprecedented chance to well known or partof a large ‘The awards are years. blessed with so manynatural attractmore visitors from the corporation to win awards – the It maybe too late for the 2008 assets –from our wonderful domestic and UK market to tourism industry in Scotland is recognised as the awards, but please visit the scenery, to compelling history, holiday across Scotland. made up of businesses of all website www.scottish- diverse culture and friendly, The Scottish Thistle Awards shapes and sizes, and they all top accolades in thistleawards.co.uk where in- welcoming people. We have so winners and the short-listed have an equal chance of being formation on next year’s event much to offer the world and finalists have been singled out recognised for their efforts. Scottish tourism’ will be posted shortly. have a fantastic tourism by their peers as being the best product. But if we are to con- of the best. But they are only a tinue to compete in one of the snapshot of the talent we have world’s most competitive mar- within the industry. Talent kets, we need to ensure that the which I am convinced will industry continues to innovate drive the industryforward in Tourism is everyone’s business so we and adapt to the changing the years ahead and help fulfil needs of the tourist market. its potential and meetthe It is clear we must work shared ambition of 50% harder than ever towards a growth by 2015 . Philip Riddle descent, or who just loves Scot- shared ambition of growing Scotland has the skills, the Chief executive, VisitScotland land, to visit our wonderful tourism revenues and cement- talent, qualityattractions and country. A packed calendar of ing our country’s well-deserved activities and the drive to THIS is the 17th annual Scottish events kicks offon 25 January, position as one of the world’s attract even more visitors, gen- Thistle Awards and, particularly the 250th anniversary of the foremost touristdestinations. erateadditional revenue and in the current economic climate, birth of Robert Burns, and con- Of course Scotland is not im- build upon the positive global it is greattohaveso manyex- tinues throughout the year until mune from developments in image of Scotland. A strong citing and pioneering tourism St Andrew’s Day. the global economy, but our and vibrant imagethat sets us industry businesses giving us so TheScottish Thistle Awards tourism businesses are incred- apartfrom our competitors many reasons to celebrate. are now firmly established as ibly resilient and innovative. which the Scottish Govern- Tourism remains one of the the benchmark of excellence I’ve had the chance to engage ment is determined to promote mostimportant sectors in Scot- and innovation across Scottish with manyin the tourism sec- even more actively across the land and each year contributes tourism. The awards provide tor over the lastyear and I’ve world. Together, we will ensure more than £4bn to the country’s tourism businesses the length been impressed with their de- that Scotland’s tourism in- economy, providing some and breadth of the country with termination, enthusiasm, and dustrycontinues to compete 200,000 people with jobs. In the an unrivalled opportunity to desire to adapt and capitalise on the global stage as one of the Highlands, around 13% of the recognise qualityamongst their on the opportunities presented “mustvisit” destinations in the working population is employed peers and for everyone involved to them. That steely resolve is world. in tourism or tourism-related in the industry to appreciate and whatsets Scotland apart. Like Once again I would like to business. It is true to say that, in honour all that is great about the them, the Scottish Government congratulate this year’s win- one way or another, tourism is world of tourism. will not sit back and wait for ners and finalists for their hard everyone’s business. In addition, customers of en- things to get better. work and dedication – espe- This is especially the case over terprises that have won a Scot- The Scottish Government cially Tom Gillespie who won the coming year with the Home- tish Thistle Award (or even an has identified tourism and the the coveted Silver Thistle coming Scotland 2009 celebra- incredible three awards, as in Year of the Homecoming 2009 Award for lifetime contribu- tions, which have been designed the hugely commendable case of as one of six key measures to tion to tourism. to encourage anyone of Scots Geraldine Hamilton of Cross- SCOTLANDonSUNDAY NOVEMBER 2, 2008 SCOTTISH THISTLE AWARDS 3 professionalism, innovation and creative thinking within the wider tourism industry Selection

Judging entries for the Scottish Thistle Awards is a serious business. There are individual panels for each of the 11 awards categories, each containing an experienced member of VisitScotland staff, a representative from the sponsor of the category, and an independent industry specialist. To ensure fairness, the judging process is rigorous and confidential. Each panel of representatives remains unaware of who is on the other panels, when those panels meet, and what they decide. Judges have no idea who has entered the other categories, nor if anyone has entered for more than one award. The scoring system is also strict. Details of awards criteria vary from category to category, but there is consistency across the board, requiring entrants to demonstrate and be scored on certain elements, such as research, delivery and evaluation. Geographical location, the size of the company or its budget are not deciding factors. Before being declared the winner, entries are assessed by the final judging panel. Hosted by a senior member of VisitScotland, this panel consists of a representative from each category sponsor who must present the recommendations of their individual panel. This step is designed to be led by the industry and to ensure that the reasoning behind the recommendations is robust and can stand up to questioning from their peers. There is only one way to win a Scottish Thistle Award, and that is on merit. As befits the hardy emblem, grasping a Thistle takes resolve and a commitment to excellence.

A life spent in tourism 5 Innovation 14 should all take pride in it Entrepreneur Tom Gillespie given a Silver Constant re-imagining employed in the Thistle Award after 40 years dedication ongoing pursuit of excellence Customer care Sustainability woodhill Farm Cottages in West Wilderness Scotland, Rabbie’s Thesuccess of Unique Venues 6-7 15 Providing excellent service to visitors Ensuring Scotland is the greenest Calder) can be assured thatthey Trail Burners, TheFamous of Edinburgh in the Business is essential in ensuring repeat business destination in Europe by 2015 will experience the very best of Grouse Experience, Mary King’s Tourism category also under- what Scotland has to offer. GhostFest and the Radisson lines the benefits of making the This year it has been harder SAS Hotel in Edinburgh, this most of opportunities to sell Business tourism 8 The young ones 16 than ever for our judges to de- year’s Scottish Thistle Awards interrelated products or Why Scotland has become a prestigious Introducing the up-and-coming wave cide on the shortlistand then to clearly illustrate the depth and services. location on the conference circuit of Scottish tourism entrepreneurs make that final decision on the breadth of our tourism product Our congratulations must go winners. We had over 240 and just how much Scotland has to the winners then, and also to entries –abig increase on last to offer. those who were shortlisted. As I Operator of the year 9 Working together 17 year. The judges sought entries The 2008 Scottish Thistle mentioned at the start, they Meet the innovators whose hard work New award recognises collaboration where businesses or individuals Awards saw winners in two new have clearly demonstrated that makes visiting Scotland irresistible not isolation is the key to success demonstrated a strong commit- categories. Ross McKinnon, 27, we have alot to celebrate in ment to providing quality of Amazing Days Scotland won Scottish tourism. products, fantastic visitor ex- the inaugural Young Tourism Awards of this nature encour- Events and festivals 10-11 People development 18-19 periences and outstanding cus- Entrepreneur Award in age professionalism, innovation Scotland is revelling in its role as one of Organisations are reaping the rewards tomer service. These are the recognition of his keen and creative thinking within the the party hotspots of the globe of giving something back to their staff qualities thatneed to be at the entrepreneurial talent, the industry, helping us to position cornerstone of our industryif success of his business and his Scotland as a quality destination Good relations 12 Scotland on Sunday 108 Holyrood Road, Edinburgh EH8 8AS Scottish tourism is to continue commitment to investing in the with world class credentials. The world of PR has a big part to play in TEL: 0131-620 8938; FAX: 0131-620 8491 to thrive. tourism industry, while the Finally then, Iwould urgeyou the targeting of potential visitors With a roll call of winners in- Scottish Thistle Award for all to read on to find out more Editor Stuart Farquhar cluding Huntly Peregrine Wild- Collaboration, presented to about all of this year’s Scottish Production Charlie Cooper,Kathryn Dunn, watch, Celtic Connections, Scottish Racing for Tartan Turf Thistle Awards winners and Marketing excellence 13 Tom Hunter, Andrew Rainey Stena Line Wigtown Book Fest- Tours, recognises the import- finalists, and to be inspired by View of the gallery campaign which Cover Craig Stephen ival, walkhighlands.co.uk, The ance of partnership working for them and get out there and visit used hi-tech methods to entice them in Supplement sponsored by VisitScotland National Galleries of Scotland, the future of tourism. Scotland. FALKIRK MOD SCOTLANDonSUNDAY NOVEMBER 2, 2008 SCOTLANDonSUNDAY NOVEMBER 2, 2008 SCOTTISH THISTLE AWARDS 5 A life spent in the park of prosperity

Tom Gillespie has pioneered sustainability in the tourism industry

Andrew Collier

OURISM runs in Tom Gillespie’s blood. As in- Tdeed does Scotland. His family has farmed on one of Galloway’s mostbeautiful stretches of coastline since 1649, and the great artistEAHornel, who immortalised the area in paint, was a friend of his grand- parents. Gillespie has capitalised on the stunning beautyand strong sense of history at Brighouse Baynear Kirkcudbright by de- veloping one of Scotland’s most successful, popular and envir- onmentally friendly holiday park complexes. And after nearly 40 years in the business, he has been presented with the prestigious Silver Thistle Award, granted for a lifetime’s commitment to Scottish tourism and an unre- lenting drive to champion excel- lence and improve quality standards within the industry across the board. Gillespie, now aged 73, is one of the veterans of an industry he has seen change dramatically during his lifetime. He runs Gillespie Leisure, owner of the five star Brighouse Bay Holiday Park as well as smaller parks at Seaward, Barlochan and Sandy- hills in the Dumfries and Galloway area. Thistle do nicely: Tom Gillespie admires the Silver Thistle Award, received for a lifetime commitment to Scottish tourism and for championing excellence and improving quality standards During his career, Gillespie has set newstandards in envir- onmental sustainabilitywithin chemical loos, but we’ve come a whom have played at high set an environmental gold water for golf course irrigation, “I think we’vebeen abit of a the Scottish tourism sector, long way from there.” levels. standard –itbrings real cost and using grass clippings for Cinderella within the industry, boosted the national reputation As Gillespie moved into tour- His courses – one 18-hole, the savings, too. cattle feed. but we’re important, and people of the holiday park industry, and ism, he took on more respons- other nine – are the only ones in Thesolar panels have led to a “Environmental sustainabil- enjoy the facilities we provide.” helped introduce the practice of ibilities. He became chairman of Scotland to have won awards 28% reduction in gas use, saving ityand economic efficiencydo Presenting the award, John green management to golf the former Dumfries and Gal- from the British and Interna- between £100 and £200 per go together,” he says. “Caravan SwinneyMSP, the cabinetsec- courses. He was also one of the loway TouristBoard and was tional Golf Greenkeepers’ Asso- month, as well as removing 10 parks are very much a land retaryfor finance and sustain- founding fathers of VisitScot- also chairman of the Scottish ciation for their environmental tonnes of carbon dioxide ayear resource and I take the view that able growth, said thatGillespie land’s world-leading Quality Confederation of Tourism credentials. from the atmosphere. if you don’t look after thatland- had recognised thatdiversific- Assurance grading system. between 1988 and 1991. Sustainability is at the very Investment in other environ- scape, that’s unforgivable. ation from farming was for Gillespie says he is “absolutely He was the original chair of centre of Gillespie’s business mental technology has reduced “Aswell as all the other things many people the only way to sus- delighted” to have won this the Steering Committee of the ethos. “We use electric buggies water consumption by 20%, we’ve done, we’veplanted trees tain away of life, maintain a year’s coveted award. “I have to British Holiday and Home Parks and shrubs and enhanced the farm and contribute to opening say Iwas surprised beyond be- Association, and through this bird life. up abeautiful corner of the lief,”hesaid. “Certainly Iwas a position was instrumental in the ‘Environmental sustainability and “The work we’ve done has giv- world to many new visitors. bit overwhelmed, though it has development of the caravan en [Brighouse Bay Holiday “Since the early 1980s–and given me asense of fulfilment grading scheme –aninitiative economic efficiency do go together’ Park] a positive ambience and years before the restof us cot- and I do see it as a reward for thatwas taken up across the by organising it as we have, with toned on to the importance of what I have contributed to Scot- whole of the Scottish tourism natural breaks, it doesn’t feel as environmentalism and business tish tourism.” sector and also spread across the on the golf courses, and have sol- producing further savings of big as it is. It certainly isn’t a blot sustainability –Tom recognised Having started his working UK. ar heating in our swimming pool £2,000 amonth, while the on the landscape and it has be- thatgood environmental man- life in agriculture –hestill puts Gillespie has made amajor and in our toilet blocks,” said installation of energy-saving come quite important locally in agement was intrinsic to the in time on the family farm – contribution to the develop- Gillespie. light bulbs has cut energy costs economic terms. long term sustainabilityof the Gillespie sought planning per- ment of golf in the area as well. “Wealso have double water by a third. “If I’dstayed in farming,I’d business,” said Swinney. mission for his first holiday park He has built twocourses and systems in our letting units, Other environmentally only have employed three “Tom Gillespie is a true back in 1970. also champions and sponsors which allows treated water to be friendly measures thatGillespie people. We now have between inspiration, a trailblazer,asup- “A lot of visitors were coming one of the sport’s most success- used for drinking and untreated and his team have taken include 80 and 100 staff.” porter of initiative, a nurturer of down to the beach even then and ful initiatives, the South of Scot- for loo-flushing. We treat our using natural produce such as Winning the Silver Thistle talent, an entrepreneur and a I saw the tourist business as land Golf Academy, which has own sewage and have a reed bed local sand for the golf courses, Award is, he says, recognition for thoroughly deserving recipient being an area for growth. We produced a number of excep- water purification system.” local rocks for roads, car parks the importance of the caravan of this year’s Silver Thistle started on agreenfield site with tional young golfers, many of This investment doesn’t just and caravan pitches, recycling sector within Scottish tourism. Award.” SCOTLANDonSUNDAY 6 SCOTTISH THISTLE AWARDS NOVEMBER 2, 2008

CUSTOMER CARE Service is ACCOMMODATION central to the

WINNER whole visitor CROSSWOODHILL FARM HOLIDAY COTTAGES, WEST CALDER Set up 16 years ago, Crosswoodhill, experience pictured right, is a self-catering business on a working farm. Geraldine Hamilton recognises that SPONSORED BY: the customer-care journey starts long before visitors arrive in Scotland, so she strives to ensure that guests feel they know her and her team before arriving at Crosswoodhill. She also firmly believes that going the extra mile Andrew Collier does not stop after guests leave, and keeps in touch with customised quality management initiative – and OURISM is a people busi- e-mails and newsletters. The team places great emphasis on team ness. Scotland has a huge regularly puts itself in customers’ training and development, which Trange of things to offer – shoes, constantly seeking out new contribute to a positive and wonderful and historic trends, and adapting their business enjoyable visitor experience. The places, first class events and fest- model to meet new expectations. team’s objectives are to deliver a ivals, excellent food and drink – Hamilton puts her heart and soul world-class experience for guests, but central to the whole visitor into looking after guests, and to exceed their expectations and to experience is the warmth of the continually develops policies and create the ‘wow factor’. welcome they receive from the procedures to make them even On reaching the finals, Jason people who live and work here. more customer-friendly. These Clark, marketing manager, said: Visitors today expect to re- include an up-to-date events listing “It’s an outstanding achievement ceive exceptional service from on the website that not only enables for the team at Morag’s and the moment they book their hol- visitors to plan their trips but also demonstrates our commitment to iday to the time theyarrive back cross-sells with other visitor delivering world-class experiences home – and, indeed, afterwards. products in the area. By combining for visitors to the Highlands In today’sintensively competit- the modern technology with good regardless of their budget.’’ ive holiday market, it is essential old-fashioned hospitality, ■ www.moragslodge.com that everything is done effi- Crosswoodhill is a superb example 01320-366 289 ciently, comfortably and with a of a highly successful customer- smile. Scotland’s customer care focused small business. PILRIG HOUSE APARTMENTS, and people skills have to be Hamilton, who has won a EDINBURGH nothing less than world-class. Scottish Thistle Award twice before, Built in 1638, Pilrig House is an If we consistently get things said there was a “heady buzz” A-listed building with great historic right, then visitors will exper- about them. On winning again, she and literary connections, set in ience an enjoyable holiday, tell added: “I love my business, and I parkland close to Edinburgh city friends and colleagues about think the fact that I enjoy it so much centre. Nothing is too much trouble their experience, and even re- does make a difference.” for owners Philip and Debbie turn for a repeat visit. ■ www.fivestarholidaycottage.co.uk Martin. One great example is that Tony Mercer,head of quality 01501-785 205 they provide guests with and standards at VisitScotland, membership of the Scottish Malt firmly believes that customer FINALISTS Whisky Society for the duration of service can makeor break a MORAG’S LODGE, FORT their stay, enabling them to pre- holiday. “It is fundamental and AUGUSTUS book special events and tastings. we have to be able to deliver on Raise atoast to feelgood factor The team at Morag’s Lodge is Debbie and Philip have it. We live in a world where a determined to challenge people’s recognised that partnership hotel room is a hotel room and preconceptions about hostels. It working like this gives their the qualityof those rooms tends believes that in today’s tourism business a valuable competitive to be good. It is customer care VisitScotland’s sponsorship of support and training in order to involved in the scheme, com- environment, budget edge, and they plan to develop that really makes your property this category within the Scottish achieve that.” pared with south of the Border, accommodation should not equate similar partnerships in the future. stand out,” he says. Thistle Awards shows its com- Membership in Scotland of for example, where only 40% are to a low level of customer care. The couple put customer care at “Customers are becoming in- mitment to developing the very VisitScotland’s Quality Assur- in a grading scheme. Morag’s Lodge provides the highest the heart of their business, and creasingly discriminating when highest standards and to recog- ance Scheme is another reason Importantly, the VisitScot- standards of service and sees no promote everything about it comes to reliability and con- nising exceptional service. The why customer care standards land scheme does not just assess contradiction in this being part of Edinburgh as a whole with sistency, but theyalso want businesses that have been short- are now so high. More than 70% and grade the businesses that an affordable holiday package. By enthusiasm and knowledge. Philip character and individuality. listed are examples of the very of businesses working in the take part – it provides invaluable placing emphasis on the provision has an outstanding historical “You can getthese things in a high standards of care right industry have chosen to become supportand advice to them as and measurement of customer knowledge of Scotland’s capital city group hotel as well as an indi- across the sector. well. Thescheme looks at areas care, it has rapidly built a solid and imparts this to guests on vidually owned one, but people Mercer says thatthere is a such as hospitality, welcome and reputation as one of Scotland’s personalised tours. do want experience, profession- greatdeal of excellent work in ‘It costs nothing service and can help by making leading hostels. It is also a member Debbie said: “We’ve worked very alism and warmth from staff. this area: “The warmth of the suggestions in areas such as staff of an elite group of just 20 of the hard on customer care and strive to “The things tourists really welcome that visitors receive in to ask a new training and best practice. most prestigious hostels in Europe. ensure our guests have a wonderful want tend to be service-related. Scotland is one of the reasons “Good customer care depends Morag’s Lodge was one of the time.” It’s not justabout cleanliness or why theysay theycome back. guest how their on what is appropriate for your first hostels in Scotland to achieve ■ www.pilrighouse.com the fabric of the room they’re in, But we have to be consistent, market,” says Mercer.“Forin- the Hospitality Assured award – a 0131-554 4794 but how the staff react.” and we are providing back-up journey has been’ stance, we have one bed and

records constantly updated, FINALISTS CUSTOMER CARE customer expectations are exceeded. SKIRLING HOUSE, BIGGAR Every visit to the hotel and restaurant A culture of excellence prevails at SERVICED ACCOMMODATION is a special occasion, and visitors Skirling House. It is represented in return again and again. everything it does, from the Owner Stuart Peacock said: “To redesigned website to the individual WINNER areas where it can make a difference win this award and to be recognised care each guest receives. The image UPLAWMOOR HOTEL AND to a guest’s stay. As a result, it has in the world of hospitality for what we presented by Skirling House is hugely RESTAURANT, GLASGOW introduced several new service do is a privilege. important, and is an effective way of The Uplawmoor Hotel and Restaurant, practices – such as clearing frost “We take great pride in gaining conveying its values. pictured left, is passionate about from windscreens on winter recognition for what we have done This encompasses everything from ensuring that the customer is the mornings, offering foreign language over the years. We’re a small hotel the smart but informal and easily focus of everything it does. registration forms and menus, and with a big heart and put quality identifiable staff uniforms, to the role Staff are regularly briefed and shopping for customers from local dining and accommodation at the that Skirling House plays within the tested on questions customers might suppliers. heart of what we do, working to make local community. All employees buy ask, such as the history of the house, Uplawmoor works hard to gain it accessible to all our customers.” into this high standard which is, in the area or the menu. feedback and understand the needs ■ www.uplawmoor.co.uk turn, reflected in the standard of The team is also asked to identify of every guest. By keeping guest 01505-850 565 customer care experienced by SCOTLANDonSUNDAY NOVEMBER 2, 2008 SCOTTISH THISTLE AWARDS 7

WINNER HUNTLY PEREGRINE WILDWATCH CUSTOMER CARE Huntly Peregrine Wildwatch is a flagship wildlife experience in the ACTIVITIES AND ATTRACTIONS north-east of Scotland that is continually developing ways to bring the secret life of these fascinating birds of prey alive for visitors of all ages. Its aim is to encourage enthusiasm, excitement and wonder about local and Scottish wildlife with a warm welcome, and knowledgeable staff and volunteers who also serve as ambassadors for the whole of the north-east. By listening to and acting on customer feedback, it continually improves its service to visitors. The team offers opportunities for involvement at all ages with its club for children aged five to seven, its nature Detective Club for eight to 11- year-olds and its Junior Warden programme for 11 to 16-year-olds. Staff undergo regular customer care and product knowledge training, Bird’s eye view: Huntly Peregrine Wildwatch provides a warm welcome and deliver their service with pride. Angie Smith, speaking for or experience. As customer delivered by exceptional people. The Forestry Commission Scotland at demands change and expectations organisation is continually raising the Huntly Peregrine Wildwatch, rise, Radical Tr avel continues to its game, introducing more training said: “This is a fantastic award for improve its product, ensuring initiatives and induction us and for the team of staff and high-quality service on all its tours. programmes to support service volunteers whose dedication and Highly trained driver-guides are excellence. teamwork make the centre a the main focus of the experience but Having welcomed more than success. all Radical Tr avel’s staff are three million visitors since 2002, “The peregrines are our passionate about Scotland, The Famous Grouse Experience at magnificent star attractions and maintaining high standards of Scotland’s oldest and most visited they draw more and more visitors professionalism and customer care distillery, near Crieff in Perthshire, is every season. Watching them in the to ensure visitors have fun. Staff proud to lead by example. In the tranquil atmosphere at the quarry is believe that it’s often the little things fiercely competitive global tourism a unique and breathtaking that make the biggest impact on the market, staff appreciate the experience. Our visitors love that customer experience. They are importance of continually evolving peacefulness and they are always empowered to use their initiative to and innovating. Several Happy hours: The warmth of the amazed to discover how much more think of ways of exceeding mechanisms are in place to welcome that visitors receive in there is to see and do at the centre. expectations by putting the measure the service they provide Scotland is one of the reasons “The dedication and commitment customer at the centre of everything and it is clearly recognised that, by why they say they come back of our volunteers – and our staff – they do. listening to visitors, they can ensure has been a big factor in turning the Marketing manager Jason Clark that the level of care they provide centre into one of the area’s top said: “To make the shortlist four exceeds customer expectations. By attractions.” years running for the Scottish focusing on first-class customer ■ www.forestry.gov.uk/ Thistle Awards is a tremendous care every day, The Famous Grouse huntlyperegrines achievement for our team. It Experience ensures that visitors 0845 367 3787 demonstrates our commitment to experience a taste of Scotland’s top-quality customer care and to world-renowned hospitality. Raise atoast to feelgood factor FINALISTS consistently delivering the best Jeremy Spiers, general manager, RADICAL TRAVEL, EDINBURGH experiences for international visitors said: “We won this category last Radical Tr avel is a collective of like- to Scotland.” year and have built on that, working minded tour companies that places ■ www.radicaltravel.com hard to provide as good an breakfast establishment that cies in away thatisbetter than and their real niche is in spe- clients’ enjoyment at the heart of 0131-557 9393 experience as we can. We really do will wash your car while you’re the standard provision. cialisation. They are no longer at everything it does. With more than aim to provide a six-star experience having breakfast. Some places “It costs absolutely nothing, the budget end of the market 99% of its customers saying they THE FAMOUS GROUSE and to provide first-class customer have awebcam outside the door for instance, to ask an arriving and this gives them a real op- would recommend Radical Tr avel, EXPERIENCE, CRIEFF care.” so that guests can talk to friends guest how their journey has portunity to do well at the high- it’s an example of collaborative The Famous Grouse Experience ■ www.thefamousgrouse.com and relatives back home while been. And it’s equally important er end – for instance, by catering working that adds magic to the visit provides exceptional service, 01764-656 565 having the bed and breakfastin to be pleasant at the end of their largely for golfers or anglers, or the background. stay or journey.” using local produce for their “It’s a case of knowing what The market for accommoda- meals. your guests want and making tion in Scotland is highly com- “Of course we shouldn’t be them feel thatthey have chosen petitive, Mercer adds. “The complacent, but there are some the right place at the right budget hotel groups, for in- fantastic opportunities to be time.” stance, are growing all the time had. We have a good quality as- He adds: “You need to listen to and they know that customer surance scheme and we have a your customers and then make care matters and is integral to lot to build on, but we mustbe changes where necessary. You their brand. prepared for the increasingly have to be able to cope with de- “On the other hand, bed and high standards of service that mands, requests and emergen- breakfasts are relaxing places our visitors will be expecting.”

guests. Returning guests provide the and Spa strives to provide a five-star effect on the development of guest bedrock of Skirling House business, experience for guests at all times. services and amenities. This ranges and staff believe this will only be Significant investment in staff from training programmes that are achieved if guests feel cherished. It recruitment and retention is seen as adapted in line with guest comments has increased repeat business to vital in ensuring it achieves its to the introduction of new initiatives, 50% of total bookings. “It’s nice to ambition to be one of the world’s such as the Small Luxuries have this recognition,” owner Bob leading five-star resorts. programme. Hunter said. “We have been at the The hotel always aims to exceed Debbie Taylor, the hotel’s managing top end of the quality spectrum for a guest satisfaction at every level and director, was thrilled about reaching long time. It’s also good for the to embrace the opportunity to the final. people who work with us – this enhance the service it offers, She said: “We have introduced success will feed back to them.” providing guests with outstanding some exciting new customer care ■ www.skirlinghouse.com hospitality and exceptional customer initiatives over the last year and have 01899-860 274 care. focused on specialist training in this Constant analysis of customer area. This is a real honour and a real THE OLD COURSE HOTEL, GOLF feedback by the hotel’s top boost for my team.” RESORT AND SPA, ST ANDREWS management is incorporated into the ■ www.oldcoursehotel.co.uk The Old Course Hotel, Golf Resort business plan, ensuring it has a direct 01334-474 371 SCOTLANDonSUNDAY 8 SCOTTISH THISTLE AWARDS NOVEMBER 2, 2008

The nation’s cities have been identified as attractive conference destinations for corporate tourists Scotland’s venues are doing the business

Maggie Stanfield facilities and delegate accom- It is certainly not atime to be modation, has also been marked complacent and the businesses VEN in challenging times, out as a hugely attractive con- operating in this sector have businesses need to organ- ference destination. been pro-actively identifying ise seminars, training From purpose-built centres to innovative ways to improve E the famous Castle itself; their product offering. Packman events and major confer- ences. For corporate planners museums and galleries or re- is impressed by whatthe final- and organisers, there is a huge stored NewTown houses with ists in this year’s Scottish Thistle variety of venues and facilities to hi-tech but discrete business fa- Awards have achieved: “The chose from in Scotland. cilities, the range of options qualityof the entries this year The business tourism market makes the city a great choice for has been veryhigh. Each has represents more than 20% of any style or size of event. come forward with an individu- total expenditure on tourism in Caroline Packman, head of al focus on an area especially im- Scotland and is estimated to be business tourism at VisitScot- portant to the business itself and worth around £830m this year land, says: “The business the industry as a whole.” in terms of real spend. Scotland tourism market has become in- Easterbrook Hall, one of the punches well above its weight in creasingly competitive. We can finalists, has successfully com- fact, with Edinburgh and Glas- hold our own with quality bined tradition with acontem- gow together classed as second only to London as the top UK choice for business tourism. ‘In business tourism Scotland Investment in infrastructure continues apace, bringing a pos- punches well above its weight’ itive impact on business tourism and further contributing to the products, good promotion of porary twist to create a facility industry’s ambition to increase what we provide, and with a that can be as expansive or as tourism by 50% by 2015. level of excellence thatencour- cosy as the event requires. The Business flies in: There’s an vast range of unique venues to choose from in Scotland’s capital The Glasgow National Arena ages our businesses to be the huge and elegantly refurbished at the Scottish Exhibition and best in their own field. art deco hall, situated in 100 Conference Centre (SECC) will “These are the ways in which acres of landscaped parkland, Theatre to the Botanic Gardens, “These are exactly the kinds of –around twice as much in fact, open in 2011, adding capacityof we can makeScotland appeal to sits alongside a brand new or the Scottish Mining Museum different ways in which we want so it’s high yield.” 12,500 to the existing flexible more of the planners and organ- hotel and a business park – all to The Royal Yacht Britannia. to move forward, in partnership, Scotland has already learned spaces, which can accommodate isers who may be working up to within the Crichton University The third finalist, Edinburgh working together for mutual be- how to respond to the demands numbers ranging from 10 to ten years in advance of a major Campus. Convention Bureau, has ex- nefit,” says Packman. “Rather of a wide variety of corporate 10,000 in each. With three on- association conference.” An example of how effective ploited the potential for internet than operating in isolation, and conference needs. As this site hotels and twomore to fol- “Targeting new potential working with others can be is bookings so that smaller venues we’re seeing businesses develop year’s Scottish Thistle Award low, plus ready access to the growth marketsis acrucial part finalist Unique Venues of Edin- can be readily marketed to a together using their combined finalists reveal, the level of 17,000 rooms available in great- of VisitScotland’s strategy as a burgh. This marketing consor- wider audience. Recognising talents in the mosteffective innovation and co-operation er Glasgow, the SECC has much whole. We’re increasingly look- tium brings together the very the impactof accessible online ways possible. We want to see across the business tourism sec- to commend it. ing towards countries like Rus- different delights of a whole search facilities under one the profile of the business tour- tor is ensuring that Scotland has The capital, with its cosmo- sia, Japan and China. India’s rangeof different kinds of ven- portal shows a real awareness of ism market raised. It’s an im- itself a clear corporatevoice politan atmosphere and stun- rapidly growing economy has ues, from Edinburgh Castle to how important technology is in portant sector and business when it comes to promoting ning architecture, conference put it clearly in the frame too.” Dynamic Earth; the Festival attracting new customers. tourists spend more than others growth in that sector.

Easterbrook Hall, the main facility for smaller corporate BUSINESS TOURISM conference venue, was substantially meetings, meetingedinburgh.com. refurbished and re-opened in 2006. A radical review of the website To gether with the new adjacent Aston improved design, content, navigation WINNER SPONSORED BY: Hotel, it has succeeded in attracting and speed of search, and allowed UNIQUE VENUES OF EDINBURGH a number of major conferences, has closer matching of venues to client Unique Venues of Edinburgh (UVE) generated economic benefit and specifications. Further improvements was set up in May 2004 as a employment for the local area, and enabled ECB members to add special marketing consortium of venues has significantly raised the profile of offers or change rates, and provided throughout Edinburgh and the Dumfries and Galloway as a business detailed management information for Lothians. It provides an easy-to-use tourism destination. The venue’s ECB to track enquires. The website is one-stop shop for clients seeking director of Dundas Castle and a greatest triumph in its first full year now a valuable tool for the venues venues within the area and, partner in the UVE marketing team, of operation has been the securing of and planners. As a result of the ultimately, generates additional said she was thrilled to win the award the World Mountain Bike Conference redevelopment, the value of business for all its members. on behalf of the whole team. She 2009 in the face of competition from enquiries and requests for proposals Membership of UVE has doubled in said: “This gives all of us an official eight other countries. generated through the site has three years, a great indication of its endorsement from an extremely well Venue manager Angela McIntyre increased four-fold. success. UVE is also a great example respected organisation telling us that stressed that reaching the finals of Chief executive Sue Stuart said of the benefits of working in we are number one in our field and the Scottish Thistle Awards was a business tourism demanded huge partnership, and a growing number that is just fantastic. It’s also a great team accolade. “This is a great commitment: “We are operating in a of UVE members have seen boost to the overall marketing effort experience for all of us and a terrific highly competitive marketplace and significant revenue growth as a of all our 24 venues.” reward for the effort everyone has Edinburgh Convention Bureau needs result. ■ www.uniquevenuesofedinburgh. put in during the past two years,” she to be one step ahead – and it is The consortium has managed co.uk 0131-319 2039 said. “We look forward to continuing gratifying to have our efforts enquiries to the value of almost to work hard so we can make sure recognised in this way by the £4m, while cross-referral of business FINALISTS conference delegates have a truly industry. The success of our between venues and collaborative EASTERBROOK HALL, DUMFRIES fabulous time while they’re here.” meetingedinburgh.com website marketing initiatives (including a UVE Crichton Development Company has ■ www.easterbrookhall.co.uk shows how maximising new website, newsletters and cost- been redeveloping the former 01387-702 020 technology can effectively respond to effective exposure at a wide range of Crichton Royal Hospital in Dumfries our customers’ needs at the same events and exhibitions), as well as into a university campus, business EDINBURGH CONVENTION BUREAU time as generating significant valuable networking and park, and conference and events In response to an increased use of economic impact for the city – benchmarking opportunities, have facility. Following a thorough market the internet by meeting-planners for almost £3m in only 18 months.” contributed to UVE’s success at and financial feasibility study that venue research, Edinburgh ■ www.conventionedinburgh.com and bringing business tourism to the confirmed the potential for profit by Convention Bureau (ECB) www.meetingedinburgh.com area. Lucy Scillitoe, commercial its second year of operation, redeveloped its online venue-search 0131-473 3666 SCOTLANDonSUNDAY NOVEMBER 2, 2008 SCOTTISH THISTLE AWARDS 9

Messing, not stressing: Rapid OPERATOR PROGRAMME OF THE YEAR growth of relaxing choices in Scotland now includes kayaking WINNER SPONSORED BY: WILDERNESS SCOTLAND, EDINBURGH, FOR THE SMALL GROUP ADVENTURES PROGRAMME The team at Wilderness Scotland is passionate about discovering wild places and adventurous travel in visited Scotland, allowing them to remote regions of Scotland. Its promote the tours from first-hand Small Group Adventures experience. Early indications are an programme gives clients an anticipated 50% rise in passengers. inspiring adventure holiday that Public relations specialist Melissa suits varying fitness and experience McKee said: “Collette Vacations is so levels. Groups are whisked away pleased to be in the esteemed from busier areas to remote and company of other great operators in genuinely wild regions. There, they the Operator Programme of the Year undertake a range of activities that category. Our Discover Scotland they have specially chosen from a programme offers the Collette client fantastic selection of options, which the opportunity to immerse are all led by professional and themselves in the beauty of experienced guides. Scotland, not only by visiting all the With more than 30 itineraries and major regions, but by participating 80 dates to choose from throughout in experiences that really bring the the year, each trip is designed to destination to life.” give clients the best experience of ■ www.collettevacations.com Scotland, based around their 001 401 642 4586 chosen activity. Whatever the activity – from sea kayaking or HOTELBEDS, EDINBURGH, FOR mountain biking to photography or THE SCOTLAND FLY DRIVE walking – Wilderness Scotland PROGRAMMES provides adventures of a lifetime. Hotelbeds Accommodation and Director Stevie Christie said: “This Destination Services expanded the award is a tribute to the hard work successful Scotland Fly Drive and dedication of our office team, Programmes in 2008 and now offers guides and partners across the the widest choice of fly drive Highlands and Islands. Whether you programmes for travellers coming to enjoy walking, sea kayaking, Scotland. Having started with four mountain biking or sailing, we have basic programmes 15 years ago, it something for you as we have has come a long way, with created adventure holidays to suit customer-tailored self-drive Helping them flood in every taste and ability.” itineraries. ■ www.wildernessscotland.com The continual sourcing of new and 0131-625 6635 interesting products to feature in the programmes ensures that individual FINALISTS itineraries are always fresh and COLLETTE VACATIONS, USA, FOR constantly developing. Because the current economic climate. offers ahigh-quality experience, THE DISCOVER SCOTLAND TOUR Hotelbeds caters for every budget Oh yes, they’re great persuaders, “It is really impressive to see which means that visitors not SERIES and choice, all customers are the way some businesses are us- only leave with memories to Based in the US, Collette Vacations guaranteed a unique experience. ing IT and newmedia to push cherish but actas ambassadors, is a family-owned business The programmes have been a but the Operator Programme of ahead, win clients and open up encouraging their friends to specialising in escorted holidays for sound success and have resulted in new markets. come here as well. the lucrative mature US market. Its a doubling of staff in its tour the Year is aided by the land itself “They are working hard to “That commitment to quality Discover Scotland tours allow reservations department to cope make sure visitors can come to is something we really want to clients to immerse themselves in the with increased demand. Scotland with the confidence praise and reward. beauty and charm of Scotland. Yvonne Wagoun, manager of Maggie Stanfield attractions where visitors that everything will run “It is central to the ambitions The focus is for visitors to individual business, said: “We are can explore manythousands smoothly from firstwelcome to of Scotland that we should experience the best Scotland has to delighted to have received PERATORS are one of of years of historyand culture. fond farewell – and that there is be seen as aplace that treats offer, from beautiful scenery to recognition for the quality of our the primary engines of But we should never become always back-up in case of unex- visitors as guests and ensures vibrant culture. To urs take visitors product which delivers such variety Scotland’s tourism. complacent. pected hitches.” that their time here is all that from the hustle and bustle of the and creativity into the market.” OEvery year,they apply a “The tourism market is con- capital to the Highlands and Islands. ■ www.hotelbeds.com Thinking out of the box isn’t they hoped for,and much more mixture of solid marketresearch tinually driving for more and the confined to technologyeither. besides.” The Collette Vacations sales force 0131-226 8509 and a dash of crystal ball gazing operators have to constantly re- There are some clever new to work out imaginative pro- fresh what’s on offer, keep it cur- developments in traditional grammes to woo people to Scot- rent and exciting, and make it approaches too, says Crawford: land. Whether it is a big family that bit more attractive than the “It’salso good to see innovation holidayfor afew weeks, or a alternatives, so thatwhen taking place in some of the travel weekend break, from wherever people decide on adestination itineraries that are on offer. in the world, the demand to con- they choose Scotland ahead of “There’s an ever-increasing tinually come up with innovat- the rest. mixture of traditional favourites ive concepts is always there. “That means making the most such as tours of the Highland Historic Scotland, sponsor of of what we have, including good lochs and the slower pace of this award, relies on the oper- accommodation, superb food rural life with the edginess and ators to persuade visitors to and drink, warm hospitality and energy of Glasgow. come to Scotland – whether as the sheer variety of things to do “It is always so exciting to see part of an organised group or as and places to see.” operators push back the bound- families and individuals. “They The list of finalists shows just aries, responding to the increas- do afantastic job,”saysKenny what imaginative operators can ing numbers of visitors who Crawford, head of sales at His- achieve when they have so much want to be active rather than toric Scotland. to work with. passive, to enjoy a genuine ad- “We are fortunate that Crawford said: “These com- venture. Scotland has so much to offer panies are dynamic and ambi- “Whether it’s walking, sea visitors – it is a rich and enticing tious. This is exactly what the kayaking, surfing, climbing, package. industry needs at the moment, scuba diving or enjoying fant- “By sponsoring the Operator especially against the backdrop astic wildlife –Scotland has it of the Year Award, we hope to of the latest challenge posed by all.” give some well-earned recogni- As for the qualityof the final- tion to the talent that is doing so ‘It is always so ists, Historic Scotland has been much to bring visitors to Scot- delighted: “All of them bring a land in challenging times. exciting to see great deal to the tourism sector “As well as our rich and varied and we hope they will continue scenery, there is also afantastic operators push to devote their energies to range of activities and an ex- promoting Scotland. traordinaryvariety of heritage the boundaries’ “Each one has shown that it SCOTLANDonSUNDAY SCOTLANDonSUNDAY 10 SCOTTISH THISTLE AWARDSSNOVEMBER 2, 2008 NOVEMBER 2, 2008 COTTISH THISTLE AWARDS 11

year has been extremely satisfying. EVENTS AND FESTIVALS And now the accolade of being shortlisted for this award, the top Good Scots REGIONAL tourism award in the country, has brought added reward for all of us WINNER event like this outside the Central involved in the event.” STENA LINE WIGTOWN BOOK Belt.” ■ www.lochnessmarathon.com 0870 127800 FESTIVAL, DUMFRIES & GALLOWAY ■ www.wigtownbookfestival.com Established in 1999, the Wigtown 01988-402 036 vibes being EAST NEUK FESTIVAL, FIFE Book Festival now comprises more than 115 events, has an audience of FINALISTS The East Neuk Festival is a critically more than 8,000 and is a key date in BAXTERS LOCH NESS MARATHON acclaimed arts event that brings the Scottish cultural calendar. The AND FESTIVAL OF RUNNING world-class musicians and writers to festival programme is critically The Baxters Loch Ness Marathon is the beautiful coastal setting of East acclaimed and attracts big-name now the third-largest marathon in the Fife. Held annually, the festival felt around attracts significant numbers of authors. UK and brings a large number of Through innovative marketing and visitors to the Highlands outwith the visitors from the rest of the UK as the introduction of new strands to the traditional tourist season, creating well as residents from the immediate festival, organisers have seen significant economic impact for the local area. In 2007, nine towns in the significant increases in visitors from region. Runners compete along the East Neuk participated in the festival, outside the region, with a rise in banks of Loch Ness, an iconic an increase from just four towns in the world 2005. audience numbers of more than 30% Scottish setting that is worlds apart in 2007. from the urban setting of most UK Events were spread over 13 With only one full-time member of marathons. Last year, a record historic and atmospheric venues, staff, but significant support from the number of entrants took part, with such as churches, aircraft hangers local community, the festival has almost half coming from other parts and roadsides. Visitor numbers have successfully developed effective of the UK and overseas. Additional also increased, generating additional Contagious passion for life helps collaborative working relationships events were added to the economic benefit for the area, while with public partners, sponsors and programme, attracting new visitors national media coverage of the to make country an increasingly the media. It is a truly fantastic from other target markets, and festival provides a great platform to example of community spirit encouraging healthy living and increase the profile of the beautiful developing an event that provides participation from all ages and and picturesque villages in the East popular destination for tourists economic benefit for the area by abilities. Last year’s event also Neuk, pictured right – and their showcasing the region and attracted significant media coverage, attractions and venues – to a UK- increasing tourism outwith the busier with dedicated broadcasts on wide audience. Andrew Collier SPONSORED BY: summer season. Channel 5 and Sky Sports Svend Brown, artistic director of The festival’s programme director, showcasing the spectacular scenery the festival, said: “It’s brilliant that a HEN it comes to enjoy- Adrian Tu rpin, said: “We are very of this unique part of Scotland to group of people can put together ment of life and sheer pleased to have won this award. It is audiences in the UK and beyond. something like this and develop it in exuberance, Scotland a validation now just of the huge Malcolm Sutherland, event and just four years. Being shortlisted is Whas never been a as much for the people who have amount of voluntary work done by race director, said: “To see the nation found wanting.This is a Edinburgh’s summer festivals people in the town to make it a Baxters Loch Ness Marathon & shown faith in us. The audience has country that likes to have a good alone brought in some £135m success, but also of its 10 years as Festival of Running grow to a level grown hugely and we’re proud of time, and thatencourages vis- and supported nearly 3,000 Scotland’s national book town. We where we host more than 6,000 that.” itors to do the same. jobs. have also proved that we can run an runners in what is only our seventh ■ www.eastneukfestival.com This passion is contagious. Thesuccess of the Edinburgh Every New Year, for instance, the festivals may be unique in world world likes to connectitself to terms, but it exemplifies the Scotland. Auld Lang Syne is importance of astrong events EVENTS AND FESTIVALS sung around the globe and, in sector to the Scottish economy. many places, a dram is passed Across the country, events INTERNATIONAL round to celebrate the passing of attract large volumes of visitors the old and the start of the new. and in many cases create a WINNER done – at one of the world’s most From Magnetogorsk to Memph- powerful media profile. At a CELTIC CONNECTIONS, GLASGOW iconic locations. RockNess is an is, party goers liketo think of local level, events inspire and Selling more than 100,000 tickets event that the Highlands, and indeed themselves as being at least a inform local communities, and running for over two weeks, the whole of Scotland, can be very little bit Scottish. while the verybiggest ones Celtic Connections, pictured right, is proud of indeed.” It wouldn’t be likethat if we capture the imagination of the Scotland’s biggest traditional music ■ www.rockness.co.uk didn’t have a reputation for world. festival and generates significant 0151-709 5737 celebrating in style. Today, the A festival or event can be a cup economic benefit in the low tourism country continues that tradition final or top-grade European season. By making use of 14 venues UEFA CUP FINAL GLASGOW 2007 with a wide-ranging football match at Hampden, it in Glasgow, and routinely attracting The 2007 UEFA Cup Final in Glasgow programme of events and can be TIn ThePark, the Ed- the highest quality international and was more than just a football match. inburgh Festival Fireworks, the Scottish artists, the event creates a With 22,000 neutral fans and 25,000 ‘With Scottish Royal National Mod, or it can be fantastic experience for visiting Spanish fans supporting RCD a small group of musicians play- participants and audiences. Espanyol and Seville FC, it was a events, there is ing regularly in alocal pub. All The festival has a large and well- week-long celebration. The local have their devotees and contrib- respected educational programme, community was given the chance to something for ute to the richness of the culture has commissioned more than 50 new is set in one of Scotland’s most iconic get involved through a variety of as well as the Scottish economy. works and continues to foster home- locations, Loch Ness – a stunning additional events in the run-up to the everyone’ TheEvents and Festivals cat- grown Scottish talent. Ta rgeted PR backdrop for a music festival. The final, such as the Cup To ur and the egoryofthe Scottish Thistle events and festivals are akey itive one – something which is Let’s celebrate: Scotland has an licityand presented Scotland as passionate team of people. The campaigns have ensured that the festival has shown tremendous Festival of Football. The event festivals –events thatinclude Awards reflects this importance driver in encouraging 40% of true of tourism in general – and enviable reputation as a top party a modern, cool, go-ahead coun- big international occasions event has also generated significant growth in its first two years to showcased Glasgow’s facilities using everything from high arts per- and diversity. Finalists are visitors who come to Scotland that Scotland needs to keep the destination, as demonstrated try–justthe sortof imageit require huge amounts of talent local, regional and international become a two-day event with a variety of venues, including two formances through to great nominated from two different and the UK. visitors coming. by Scottish Thistle Award needs to promote. and expertise to organise. media coverage. additional on-site venues and specially created fan zones. sporting events and street categories – regional events and He says: “This is an important He says: “We need to continue winner Celtic Connections’ in Bush says the winners and With smaller regional fest- Jade Hewat, Celtic Connections considerably increased attendance Generating an economic benefit to knees-ups, but that exemplify international events. category within the awards, giv- with the international profiling Glasgow Photograph: Ashley finalists in this year’s Scottish ivals, the challenges are often festival manager, said that winning numbers. the region of an incredible £10m, the the Scottish passion for life and Both categories are sponsored ing recognition to the crucial of Scotland as aleading events Coombes Thistle Awards have all helped different, though the require- this year’s award was an honour. The organisers engage with the event also played a part in the always extend their hospitality by EventScotland, the national role of events, raising awareness destination. We also need to to show how Scotland has ment for passion, dedication “We’re delighted,” she said. “Celtic local community at every opportunity lead-up to the successful 2014 to visiting tourists. agency charged with delivering of that role and hopefully offer value for money and play to industry sector thatis making a developed an enviable reputa- and often long hours remains Connections really does brighten up and ensure the use of local suppliers Commonwealth Games bid by With Scottish events and fest- the country’smajor events encouraging others to organise our strengths, highlighting major contribution to the Scot- tion as aleading destination for exactly the same. January every year by bringing some wherever possible. Further nurturing highlighting the quality of the ivals, there really is something strategy and ensuring that it and deliver events that can things such as culture, heritage tish economy in the future. But it world-class events. In the case of many of these of the best home-grown and this relationship, RockNess also infrastructure and personnel in the for everyone. The Edinburgh capitalises on the significant contribute to theindustry’s and natural assets.” certainly cannot afford to rest “The variation in the entries events, volunteers are vital: it is international music talent to donated a considerable sum to Dores city. It also demonstrated Scotland’s festivals are, of course, the most potential of the event tourism ambition to increase tourism He also believes that it is on its laurels: it has been show the sheer breadth of events to Scotland’s credit thatahuge Glasgow. The festival also contributes Community Council, which was spent ability to successfully host world- famous of them all. Living in market.Its sponsorship of the revenues by 50% by 2015. important to create space in the charged with the job of estab- that Scotland is able to deliver,” number of people work tire- significantly to Scotland’s economy on providing support for projects of class sporting events. David Findlay, Scotland, it is easy to become awards is designed to showcase “Since its inception in 2003, marketplace by delivering lishing the country as one of the he says. “International events in lessly in order to ensure that and Glasgow’s reputation as a tourist local benefit. chairman of the organising complacent and forget that the growth, development and EventScotland’s investment in innovative events thatpick up world’s foremost events destin- Scotland have a growing they are a success. destination, and it’s marvellous to Robert Hicks of RockNess said: “To committee for the UEFA Final and these still make up the largest success of the events industry and securing of events has on emerging themes. He says: ations by 2015. reputation around the world. In Bush believes that the expert- receive recognition for this.” have been shortlisted as a finalist in head of football administration for arts festival in the world. and to highlight the role it plays delivered an estimated £300m “Wealso need to keep working Itstrack record to date is addition, no-one should under- ise and professionalism in this ■ www.celticconnections.com the first year that we have entered the Scottish Football Association, If we sometimes fail to recog- in boosting the economy. to the Scottish economy and in partnership, to spot emerging highly impressive. It has sup- estimate the importance of sector of Scottish tourism is in- 0141-353 8000 these awards, and only the second said: “This reflects on the hard work nise that, then our visitors don’t. Paul Bush, chief operating raised the country’sprofile as a trends, and to attract new events ported hundreds of events, regional events to Scottish creasing all the time. He says: year of the event itself, is a significant of many organisations and people Tens of thousands of them des- officer of EventScotland, says leading destination for major from organisations such as including the MTVEuropean culture and the economy as a “With another major event – the FINALISTS endorsement of the two years of who worked so hard to deliver a cend on the city and the sur- sponsorship of such ahigh- sporting and cultural events international sports bodies.” Music Awards, which were held whole – they are growing all the Commonwealth Games –com- ROCKNESS, INVERNESS very, very hard graft that everyone fantastic cup final. Yet again, it rounding area everyyear. The profile award highlights the fact throughout the world.” There is little doubt that in Edinburgh in 2003. As well as time in stature, numbers, profile ing to Glasgow in 2014,we will Billed as an event that mixes rock involved has put into making showed Scotland’s capacity to host a economic benefits are huge: a thatevent tourism is one of the Bush fully recognises thatthe EventScotland has achieved boosting the economy, this glit- and reputation.” have plenty of further opportun- and electronic dance music, RockNess happen. We have created a major sporting event.” comprehensive study carried fastest-growing industries in global market for events and some major successes to date tering and star-studded event Behind every successful event ities to highlight our standing RockNess presents Scotland in a world-class event – one that ■ www.seeglasgow.com, out three years ago revealed that the world. Research shows that festivals is an intensely compet- and has acted as afocus for an provided huge amounts of pub- or festival lies adetermined and on the world event stage.” modern and dynamic way. RockNess everyone said on paper couldn’t be www.scottishfa.co.uk SCOTLANDonSUNDAY SCOTLANDonSUNDAY 10 SCOTTISH THISTLE AWARDSSNOVEMBER 2, 2008 NOVEMBER 2, 2008 COTTISH THISTLE AWARDS 11

year has been extremely satisfying. EVENTS AND FESTIVALS And now the accolade of being shortlisted for this award, the top Good Scots REGIONAL tourism award in the country, has brought added reward for all of us WINNER event like this outside the Central involved in the event.” STENA LINE WIGTOWN BOOK Belt.” ■ www.lochnessmarathon.com 0870 127800 FESTIVAL, DUMFRIES & GALLOWAY ■ www.wigtownbookfestival.com Established in 1999, the Wigtown 01988-402 036 vibes being EAST NEUK FESTIVAL, FIFE Book Festival now comprises more than 115 events, has an audience of FINALISTS The East Neuk Festival is a critically more than 8,000 and is a key date in BAXTERS LOCH NESS MARATHON acclaimed arts event that brings the Scottish cultural calendar. The AND FESTIVAL OF RUNNING world-class musicians and writers to festival programme is critically The Baxters Loch Ness Marathon is the beautiful coastal setting of East acclaimed and attracts big-name now the third-largest marathon in the Fife. Held annually, the festival felt around attracts significant numbers of authors. UK and brings a large number of Through innovative marketing and visitors to the Highlands outwith the visitors from the rest of the UK as the introduction of new strands to the traditional tourist season, creating well as residents from the immediate festival, organisers have seen significant economic impact for the local area. In 2007, nine towns in the significant increases in visitors from region. Runners compete along the East Neuk participated in the festival, outside the region, with a rise in banks of Loch Ness, an iconic an increase from just four towns in the world 2005. audience numbers of more than 30% Scottish setting that is worlds apart in 2007. from the urban setting of most UK Events were spread over 13 With only one full-time member of marathons. Last year, a record historic and atmospheric venues, staff, but significant support from the number of entrants took part, with such as churches, aircraft hangers local community, the festival has almost half coming from other parts and roadsides. Visitor numbers have successfully developed effective of the UK and overseas. Additional also increased, generating additional Contagious passion for life helps collaborative working relationships events were added to the economic benefit for the area, while with public partners, sponsors and programme, attracting new visitors national media coverage of the to make country an increasingly the media. It is a truly fantastic from other target markets, and festival provides a great platform to example of community spirit encouraging healthy living and increase the profile of the beautiful developing an event that provides participation from all ages and and picturesque villages in the East popular destination for tourists economic benefit for the area by abilities. Last year’s event also Neuk, pictured right – and their showcasing the region and attracted significant media coverage, attractions and venues – to a UK- increasing tourism outwith the busier with dedicated broadcasts on wide audience. Andrew Collier SPONSORED BY: summer season. Channel 5 and Sky Sports Svend Brown, artistic director of The festival’s programme director, showcasing the spectacular scenery the festival, said: “It’s brilliant that a HEN it comes to enjoy- Adrian Tu rpin, said: “We are very of this unique part of Scotland to group of people can put together ment of life and sheer pleased to have won this award. It is audiences in the UK and beyond. something like this and develop it in exuberance, Scotland a validation now just of the huge Malcolm Sutherland, event and just four years. Being shortlisted is Whas never been a as much for the people who have amount of voluntary work done by race director, said: “To see the nation found wanting.This is a Edinburgh’s summer festivals people in the town to make it a Baxters Loch Ness Marathon & shown faith in us. The audience has country that likes to have a good alone brought in some £135m success, but also of its 10 years as Festival of Running grow to a level grown hugely and we’re proud of time, and thatencourages vis- and supported nearly 3,000 Scotland’s national book town. We where we host more than 6,000 that.” itors to do the same. jobs. have also proved that we can run an runners in what is only our seventh ■ www.eastneukfestival.com This passion is contagious. Thesuccess of the Edinburgh Every New Year, for instance, the festivals may be unique in world world likes to connectitself to terms, but it exemplifies the Scotland. Auld Lang Syne is importance of astrong events EVENTS AND FESTIVALS sung around the globe and, in sector to the Scottish economy. many places, a dram is passed Across the country, events INTERNATIONAL round to celebrate the passing of attract large volumes of visitors the old and the start of the new. and in many cases create a WINNER done – at one of the world’s most From Magnetogorsk to Memph- powerful media profile. At a CELTIC CONNECTIONS, GLASGOW iconic locations. RockNess is an is, party goers liketo think of local level, events inspire and Selling more than 100,000 tickets event that the Highlands, and indeed themselves as being at least a inform local communities, and running for over two weeks, the whole of Scotland, can be very little bit Scottish. while the verybiggest ones Celtic Connections, pictured right, is proud of indeed.” It wouldn’t be likethat if we capture the imagination of the Scotland’s biggest traditional music ■ www.rockness.co.uk didn’t have a reputation for world. festival and generates significant 0151-709 5737 celebrating in style. Today, the A festival or event can be a cup economic benefit in the low tourism country continues that tradition final or top-grade European season. By making use of 14 venues UEFA CUP FINAL GLASGOW 2007 with a wide-ranging football match at Hampden, it in Glasgow, and routinely attracting The 2007 UEFA Cup Final in Glasgow programme of events and can be TIn ThePark, the Ed- the highest quality international and was more than just a football match. inburgh Festival Fireworks, the Scottish artists, the event creates a With 22,000 neutral fans and 25,000 ‘With Scottish Royal National Mod, or it can be fantastic experience for visiting Spanish fans supporting RCD a small group of musicians play- participants and audiences. Espanyol and Seville FC, it was a events, there is ing regularly in alocal pub. All The festival has a large and well- week-long celebration. The local have their devotees and contrib- respected educational programme, community was given the chance to something for ute to the richness of the culture has commissioned more than 50 new is set in one of Scotland’s most iconic get involved through a variety of as well as the Scottish economy. works and continues to foster home- locations, Loch Ness – a stunning additional events in the run-up to the everyone’ TheEvents and Festivals cat- grown Scottish talent. Ta rgeted PR backdrop for a music festival. The final, such as the Cup To ur and the egoryofthe Scottish Thistle events and festivals are akey itive one – something which is Let’s celebrate: Scotland has an licityand presented Scotland as passionate team of people. The campaigns have ensured that the festival has shown tremendous Festival of Football. The event festivals –events thatinclude Awards reflects this importance driver in encouraging 40% of true of tourism in general – and enviable reputation as a top party a modern, cool, go-ahead coun- big international occasions event has also generated significant growth in its first two years to showcased Glasgow’s facilities using everything from high arts per- and diversity. Finalists are visitors who come to Scotland that Scotland needs to keep the destination, as demonstrated try–justthe sortof imageit require huge amounts of talent local, regional and international become a two-day event with a variety of venues, including two formances through to great nominated from two different and the UK. visitors coming. by Scottish Thistle Award needs to promote. and expertise to organise. media coverage. additional on-site venues and specially created fan zones. sporting events and street categories – regional events and He says: “This is an important He says: “We need to continue winner Celtic Connections’ in Bush says the winners and With smaller regional fest- Jade Hewat, Celtic Connections considerably increased attendance Generating an economic benefit to knees-ups, but that exemplify international events. category within the awards, giv- with the international profiling Glasgow Photograph: Ashley finalists in this year’s Scottish ivals, the challenges are often festival manager, said that winning numbers. the region of an incredible £10m, the the Scottish passion for life and Both categories are sponsored ing recognition to the crucial of Scotland as aleading events Coombes Thistle Awards have all helped different, though the require- this year’s award was an honour. The organisers engage with the event also played a part in the always extend their hospitality by EventScotland, the national role of events, raising awareness destination. We also need to to show how Scotland has ment for passion, dedication “We’re delighted,” she said. “Celtic local community at every opportunity lead-up to the successful 2014 to visiting tourists. agency charged with delivering of that role and hopefully offer value for money and play to industry sector thatis making a developed an enviable reputa- and often long hours remains Connections really does brighten up and ensure the use of local suppliers Commonwealth Games bid by With Scottish events and fest- the country’smajor events encouraging others to organise our strengths, highlighting major contribution to the Scot- tion as aleading destination for exactly the same. January every year by bringing some wherever possible. Further nurturing highlighting the quality of the ivals, there really is something strategy and ensuring that it and deliver events that can things such as culture, heritage tish economy in the future. But it world-class events. In the case of many of these of the best home-grown and this relationship, RockNess also infrastructure and personnel in the for everyone. The Edinburgh capitalises on the significant contribute to theindustry’s and natural assets.” certainly cannot afford to rest “The variation in the entries events, volunteers are vital: it is international music talent to donated a considerable sum to Dores city. It also demonstrated Scotland’s festivals are, of course, the most potential of the event tourism ambition to increase tourism He also believes that it is on its laurels: it has been show the sheer breadth of events to Scotland’s credit thatahuge Glasgow. The festival also contributes Community Council, which was spent ability to successfully host world- famous of them all. Living in market.Its sponsorship of the revenues by 50% by 2015. important to create space in the charged with the job of estab- that Scotland is able to deliver,” number of people work tire- significantly to Scotland’s economy on providing support for projects of class sporting events. David Findlay, Scotland, it is easy to become awards is designed to showcase “Since its inception in 2003, marketplace by delivering lishing the country as one of the he says. “International events in lessly in order to ensure that and Glasgow’s reputation as a tourist local benefit. chairman of the organising complacent and forget that the growth, development and EventScotland’s investment in innovative events thatpick up world’s foremost events destin- Scotland have a growing they are a success. destination, and it’s marvellous to Robert Hicks of RockNess said: “To committee for the UEFA Final and these still make up the largest success of the events industry and securing of events has on emerging themes. He says: ations by 2015. reputation around the world. In Bush believes that the expert- receive recognition for this.” have been shortlisted as a finalist in head of football administration for arts festival in the world. and to highlight the role it plays delivered an estimated £300m “Wealso need to keep working Itstrack record to date is addition, no-one should under- ise and professionalism in this ■ www.celticconnections.com the first year that we have entered the Scottish Football Association, If we sometimes fail to recog- in boosting the economy. to the Scottish economy and in partnership, to spot emerging highly impressive. It has sup- estimate the importance of sector of Scottish tourism is in- 0141-353 8000 these awards, and only the second said: “This reflects on the hard work nise that, then our visitors don’t. Paul Bush, chief operating raised the country’sprofile as a trends, and to attract new events ported hundreds of events, regional events to Scottish creasing all the time. He says: year of the event itself, is a significant of many organisations and people Tens of thousands of them des- officer of EventScotland, says leading destination for major from organisations such as including the MTVEuropean culture and the economy as a “With another major event – the FINALISTS endorsement of the two years of who worked so hard to deliver a cend on the city and the sur- sponsorship of such ahigh- sporting and cultural events international sports bodies.” Music Awards, which were held whole – they are growing all the Commonwealth Games –com- ROCKNESS, INVERNESS very, very hard graft that everyone fantastic cup final. Yet again, it rounding area everyyear. The profile award highlights the fact throughout the world.” There is little doubt that in Edinburgh in 2003. As well as time in stature, numbers, profile ing to Glasgow in 2014,we will Billed as an event that mixes rock involved has put into making showed Scotland’s capacity to host a economic benefits are huge: a thatevent tourism is one of the Bush fully recognises thatthe EventScotland has achieved boosting the economy, this glit- and reputation.” have plenty of further opportun- and electronic dance music, RockNess happen. We have created a major sporting event.” comprehensive study carried fastest-growing industries in global market for events and some major successes to date tering and star-studded event Behind every successful event ities to highlight our standing RockNess presents Scotland in a world-class event – one that ■ www.seeglasgow.com, out three years ago revealed that the world. Research shows that festivals is an intensely compet- and has acted as afocus for an provided huge amounts of pub- or festival lies adetermined and on the world event stage.” modern and dynamic way. RockNess everyone said on paper couldn’t be www.scottishfa.co.uk SCOTLANDonSUNDAY 12 SCOTTISH THISTLE AWARDS NOVEMBER 2, 2008 PR gives business more than a ghost of a chance

Creative, well targeted public PR EXCELLENCE relations have a WINNER SPONSORED BY: THE REAL MARY KING’S CLOSE, MARY big role to play KING’S GHOST FEST, EDINBURGH Mary King’s Ghost Fest is a 10-day ghost festival during May that ran from August to January. The Maggie Stanfield highlights the spooky and campaign built excitement in the run paranormal areas of haunted up to the festivals, boosted sales and R may get a bad press, but Edinburgh. The aim of the festival is attendance through a range of when it comes to getting to raise awareness and visitor creative news hooks and photo Pnoticed, raising aware- numbers to The Real Mary King’s opportunities and encouraged ness of aproduct or ser- Close. This hard-working and wide- almost 200 members of the media to vice, and building a credible reaching PR campaign generated attend the celebrations. reputation, smart, innovative, massive coverage through a variety Angela Casey, managing director creative public relations un- of media, including web, print and of Porter Novelli in Scotland, said: doubtedly make a difference. broadcast articles. “Making the shortlist is a great While Scotland is clearly full Experience from previous years achievement. As a Scottish PR outfit, of talented and clever campaign enabled the team to expand the fun we love working for some of the most strategists, they don’t get that festival, and adopt robust PR iconic brands here. Our team did manyopportunities to publicly monitoring measures. Strong excellent work on Edinburgh’s Winter reveal whatthey are capable of; strategic partnership-working and Festivals and even had a lot of fun in in a way, the essence of good PR cross-promotion further enhanced the 18-hour days, with a lot of photo is thatit shouldn’t be obvious. the festival and, indeed, the public calls and interviews to get through. People should be absorbing relations campaign itself, as it To be recognised by VisitScotland for news and information without became a city-wide promotion. On a this makes us very proud.” being particularly conscious of relatively small budget, they achieved ■ www.porternovelli.com/sct any PR campaign behind it. a 54% rise in visitor numbers to the 0131 470 3400 The striking campaign that Strategic vision: the ten-day Mary King’s Ghost Fest proved you don’t need big budgets to generate great results festival, 61% of whom were attracted ■ www.edinburghswinter accompanied the launch of to visit Edinburgh for the first time. festivals.com Edinburgh Zoo’sBudongo Trail Stephen Spencer, general 0131 529 3914 is a good example of how well- experience that delves into Ed- Scotland, and BAAEdinburgh them overseas visitors who are manager at The Real Mary King’s executed PR can be genuinely inburgh’s ghostly past, used Airportmanaging director Gor- attracted here by the reputation Close, said: “We are absolutely CM PORTER NOVELLI, LAUNCHING exciting and stimulating for well-devised, strategic PR to don Dewar says: “Wecertainly of Scotland and what it has to delighted to have won the PR THE BUDONGO TRAIL visitors. As CM Porter Novelli’s build awareness of what they know the value of good PR, par- offer. Excellence award. The Scottish Looking to extend its media reach, general manager,Angela Casey, had on offer. They set up the ten- ticularly in an increasingly com- “There is a lot to attract tour- Thistle Awards are so prestigious that Edinburgh Zoo brought in CM Porter says: “Itwas a fabulous job. We day Mary King’s GhostFest to petitive environment where ists into Scotland – whether it’s it really is a huge honour for us to win Novelli to oversee the press launch of loved doing it because it gave us attract more visitors and proved new destinations are developing our cities, environment or our and a great credit to our whole team. the Budongo Tr ail, pictured above, the chance to take something you don’t need big budgets and and promoting themselves to welcoming people. But it’s im- The PR and marketing teams the world’s largest chimpanzee unique, some great characters – sophisticated technology to people who want to travel, and portant that we also raise aware- successfully organised and have enclosure. Working in partnership, human as well as chimpanzees – generate excellent results. we’re delighted to sponsor the ness of what we have to offer as a systematically grown the Mary King’s they developed a well thought out and promote a totally new ex- Thesponsor of the award is PR Excellence award. tourist destination. We may be Ghost Fest over the past five years so campaign that involved a range of perience.” BAA, which operates Aberdeen, “More than 20 million passen- providing the best facilities and that it is now a hugely popular event activities to suit the Zoo’s target The team in charge of the Real Edinburgh and Glasgow air- gers pass through our Scottish the mostenjoyable experiences and the biggest ghost festival in the audiences. Mary King’s Close, a spooky ports, the three keygatewaysto airports everyyear,manyof but we have to let people know UK. Aiming to create awareness and that it’s all here or it’s all in vain. “We work very hard to promote build anticipation of the new exhibit, “The best PR campaigns are this festival, implementing a six- the campaign combined creative targeted, innovative and creat- month PR campaign on a very limited news stories with educational, ive. The standard of entries budget. With this incentive, we’re now political and ecological issues, and within the category this year looking forward to developing the centred on the trail’s characters – was veryhigh and the majority Fest in 2009, making it even bigger using the staff, developers and the were based on strong,well-fo- and better for both local residents chimps to bring the investment to cused concepts. The final three and for visitors. life. all demonstrate a real under- ■ www.realmarykingsclose.com Coverage was spread across standing of their target audi- 08702 430 160 newspaper, magazine, radio, ences and achieved admirable television and online articles, and depth and breadth of coverage. FINALISTS resulted in the extremely impressive Most importantly,they all CM PORTER NOVELLI, visitor numbers the zoo has reported achieved success in communic- EDINBURGH’S WINTER FESTIVALS since the launch of the fantastic new ating and reflecting what Scot- Edinburgh’s Hogmanay and the facility. land has to offer visitors.” Christmas Festival are collectively Porter Novelli’s managing director In the world tourism market- known as Edinburgh’s Winter in Scotland, Angela Casey, said her place, devising the right public Festivals (EWF) and attract millions team enjoyed the unique challenge. imagefor Scotland isn’t the task of visitors to Scotland’s capital city. She added: “They do say that you of one agencyor one attraction. Following the cancellation of The should never work with children or Scotland has the talent to im- Royal Bank Street Party the previous animals, but in this case we loved it prove and refine its image year due to severe bad weather, and would do it all over again. The throughout the world, drawing there was a lot at stake for 2007/08 Budongo Tr ail has been a fantastic more and more visitors into that and a strong public relations experience for us and a PR dream unique experience thatisthe campaign was key in encouraging with some great characters. A lot of spirit of Scotland. visitors to return to what is an hard work went into achieving the PR campaigns, if mounted integral part of Edinburgh’s Winter coverage which reached across the with professionalism, creativity Festivals. UK and genuinely drove our busiest and real imagination, can make The PR campaign was day in two decades.” a very important contribution to implemented by CM Porter Novelli in ■ www.porternovelli.com/sct that macro-campaign that is conjunction with the EWF team and 0131 470 3400 promoting Scotland as a destin- the City of Edinburgh corporate ■ www.edinburghzoo.org.uk ation to the world. communications department, and 0131 314 9171 SCOTLANDonSUNDAY NOVEMBER 2, 2008 SCOTTISH THISTLE AWARDS 13

MARKETING INITIATIVE

WINNER into an

NATIONAL GALLERIES OF SCOTLAND, interactive : BANK OF SCOTLAND totalART ANDY website BY

WARHOL, EDINBURGH designed ORED In 2007, the National Galleries of around the

Scotland’s Andy Warhol exhibition Lada’s SPONS was the first of the Bank of Scotland dashboard. totalART series, bringing to life some Ladacam.com grew into much more of the modern themes of Warhol’s – art, a school project and even a cult work through traditional and website for Lada enthusiasts. alternative media. By staging a series The campaign increased audience of Warhol-themed events – such as numbers, attracted visits to the turning the Galleries’ external website, engaged with schools and columns into towers of giant soup challenged perceptions of the cans – the organisers generated a theatre. The judges were impressed massive amount of publicity. by how the power of a simple idea, ‘Warhol ‘til Midnight’ opened the and the infectious enthusiasm with galleries to a new and younger which it was implemented across a audience, and the ‘PodCurator’ was wide variety of media, could deliver downloadable in advance. The such impressive results. innovative marketing of the galleries’ Giles Conisbee, head of sales and exhibitions was influential in exceeding marketing, said: “I’m delighted we’ve all visitor number predictions, and come this far. It signals our ambition introducing a new age group to the to be challenging, innovative and traditional visitor mix. inspiring in everything we do – both Ross Wilson, head of marketing for on and off stage.” the National Galleries of Scotland, ■ www.pitlochry.org.uk said: “Winning the award for 01796-484 626 Marketing Initiative is a massive honour for us. This award marks the 7STANES MOUNTAIN BIKE Pushing tin: Keith Hartley, Warhol sterling effort that the team put into PROJECT exhibition curator, left, and marketing our ground-breaking Bank The 7stanes project brings together a galleries director general John of Scotland totalART Andy Warhol range of organisations that work Leighton. Photograph: Jane Barlow exhibition. We had a superb product across Dumfries and Galloway and to work with, the support of a the Scottish Borders to develop fantastic sponsor, and we combined centres of excellence in mountain our more ‘traditional’ campaign with biking. some bold new ambient media. Marketing of the second phase of Overall almost 100,000 visitors the project aimed to widen the attended the exhibition and we broke appeal of the trails by targeting a The ‘can do’ mentality the weekend attendance record. variety of segments from ‘novice’ to More importantly, our new activities ‘free-ride’. The key to success was to have helped us to reach particular act upon the results of market audience groups that have been research, which led to changes in the It is no longer enough justto also focused on their objectives difficult for us to get to in the past.” brand identity. The 7stanes display The marketing campaign for the offer awelcome leaflet. As the of communicating their mes- ■ www.nationalgalleries.org team have wowed crowds all over the success of one of the National sages in order to grow their 0131-624 6200 UK with their trail bike skills. Galleries of Scotland campaigns audiences and visitors. Colin Williamson, the Forestry Andy Warhol exhibition did revealed, consumers are attrac- In other words, they can think FINALISTS Commission Scotland’s 7Stanes ted by a hi-tech approach. At outside of the box while never PITLOCHRY FESTIVAL THEATRE, project manager, said: “Almost exactly what it said on the tin what had been viewed by some losing sight of the objective and LADACAM, PITLOCHRY 400,000 people every year come to as amuseum buried in central the bottom line. The Pitlochry Festival Theatre’s try the trails and enjoy the area, Edinburgh, the Bank of Scot- “The judges were looking for Ladacam marketing campaign has giving a £9m boost to the south of Maggie Stanfield land of festivals and music on land totalART Andy Warhol campaigns that stood out as ex- been described as “an initiative of Scotland economy. the one hand and exciting out- exhibition brought in literally emplars of best practice, case inspired genius”. Central to the “Reaching the finals of the Scottish door adventure on the other.” thousands more visitors. studies thatwe believed were campaign was a beaten-up old Lada Thistle Awards really enhances the HERE can be no doubt To succeed, effective market- Using the iconic artist as the cutting edge, pushing boundar- car sourced as part of the set for a reputation of the 7Stanes areas as tourism has gone interna- ing is crucial in attracting inspiration behind the cam- ies but not gimmicky, and most production at the theatre. The some of Scotland’s leading mountain tional. As the global mar- visitors in the first place and paign which featured the galler- important of all created a legacy theatre created a low cost, viral bike destinations.” T drawing them back again. ies’ columns as towers of giant thatcould be built on. All our ket brings every country marketing initiative using a live ■ www.7stanes.gov.uk in the world closer together and McGee sees great scope for Scot- Campbell’s soup cans, it sud- finalists did just that.” camera feed that was transmitted 01387-272 440 more people take up increasing land’s appeal to people with denly became the ‘must see’ opportunities in air travel, Scot- Scottish connections to come exhibition of the year with open- land needs to ensure thatitisa ‘home’ next year. “Homecoming ings until midnight and a ‘must see’ destination. 2009 is a great example of mar- downloadable podcast curator. VisitBritain, the sponsor be- keting Scotland,”she says.“Scot- Just as inventive was Pitlo- hind the Scottish Thistle Award land has lefta legacy throughout chryTheatre’s drive to attract for Marketing Initiative, knows the world thateasily enlists new visitors. Not giant soup tins that a really well-researched, in- people as ‘heart’ or ‘blood’ Scots, this time but a beaten-up old novative campaign will deliver and the country’s brand values Lada car; Warhol would cer- results. JennyMcGee, head of are strong,resonating across tainly have approved of this off- strategic relations at VisitBri- age groups and nationalities.” beat wayof getting people talk- tain, says: “Scotland is already Marketing has become an in- ing and raising awareness of the doing so much to raise its profile creasingly sophisticated profes- theatre and its activities. on the world’s tourism stage. For sion. As the internet becomes The7Stanes project in the example, its aspiration to be the the first portofcall for many south of Scotland is a greatex- mostsustainable destination in people considering different ample of how working in part- Europe means it is positioning holidaydestinations, awhole nership can bring benefits to itself well for the carbon- new marketing vehicle has be- everyone involved. conscious future we face but come available. But it is one that The Forestry Commission also nurturing and developing requires very different skills and worked with a range of other or- its quality product offer. expertise from traditional ganisations to increase the ap- “Our research overseas shows marketing through brochures, peal of mountain biking trails in that Britain overall is perceived direct mail and advertising. various ways, increasing visitor as adestination steeped in his- numbers and, by building toryand culture and that to at- awareness, attracting visitors tract the all-important newand ‘Crucially, these from further afield. younger markets, both in terms ForMcGee, the quality of the of demographics and the desire campaigns all finalists has been hugely en- to travel, we need to inject couraging: “Scotland’s tourism dynamism into the perceptions created a legacy industry has many fine market- of our visitor experience. Scot- eers who can think creatively land is very strong in this area – a to build on’ and imaginatively and who are SCOTLANDonSUNDAY 14 SCOTTISH THISTLE AWARDS NOVEMBER 2, 2008

‘The Scottish Thistle Award for Innovation is a great motivator for encouraging people to think that Selling Scotland the unexpected

Andrew Collier a new way. In Glasgow, for give people exciting experi- example, aco-ordinated brand- ences.” ANY of the world’s ing campaign has brought new There is alot to build on, such great tourist products audiences to the rich legacy of as the country’s golf heritage, its have been built on in- Charles Rennie Mackintosh, landscape and scenery, High- M while in the Highlands and rural land and lowland culture, the novation. Travel des- tinations and concepts stay areas, businesses from craft islands, and the urban individu- fresh because they constantly workshops to distilleries are ap- ality of cities such as Glasgow reinvent themselves. plying innovative techniques to and Edinburgh. So it has to be with Scottish add to increasing revenues from Popular modern activities tourism. In the context of de- tourism by 50% by 2015. such as mountain biking and veloping Scotland as atourist “We are in an eraof intense white water rafting have also destination, innovation does global competition in the world been developed in areas of Scot- not justmean encouraging vis- of tourism, and Scotland is quite land that lend themselves to itors by means of technology, it’s a mature destination,” says Julie these sports. also about taking the proven Franchetti, tourism innovation Franchetti continues: “It’s products thatwe have and look- manager at Scottish Enterprise, about taking these things and ing at different and unexpected sponsors of this year’s Scottish being inventive about how they ways of presenting them. Thistle Award for Innovation. are delivered to the customer.” This is an area in which there “We have to give people reas- The visitor, she points out, is not have been a number of mem- ons to visit Scotland, to spend just buying commodities, but an orable successes in recent years. money, so we have to look at de- experience, which is why big Some of our attractions – Ed- veloping things unique to our thinking and collaboration are inburgh’s Our Dynamic Earth or culture –our history, our food important. the Falkirk Wheel, for instance – and drink and so on – in order to “When we talk about innov- have been built up from nothing ation in tourism, whatwe are and turned into considerable ‘We have to look at really talking about is under- success stories. developing things unique standing market intelligence,” We have also developed an en- she continues. “By encouraging viable track record in marketing to our culture – our our companies and organisa- our iconic tourist attractions in history, food and drink’ tions to work together, we really can offer unique products.” Franchetti points out thatin- novation may simply involve thinking about what the visitor wants and adding value in a way thatis straightforward but popular. “I think there are some fantastic examples of how Scot- land can use its assets in an ima- ginative way. “For instance, hotels can find places for visitors to keep their mountain bikes securely, or they Walking winner: The joys of hiking of innovation needs to continue. ing existing things that little bit can provide cyclists with a are imaginatively presented by “We have to takeaclose look at better rather than developing packed lunch when theyhead walkhighlands.co.uk Photograph: what the market wants and con- new products. offfor aday’s biking.It all helps Scott Wilson tinue to develop what we are do- “At Scottish Enterprise, we’ve create a really good experience.” ing in response to that. sponsored this award because Franchetti says that this kind “It’s often even justabout do- our whole strategy is based on

THE Culloden Battlefield Guide is a the shortlist: “We now have an INNOVATION fantastic use of new technology that excellent interpretation tool that is brings heritage interpretation into the working really well. It’s new 21st century in a unique way. With technology and we’re getting really WINNER dedicated expertly created audio, video and good reports about it. It works in nine :

WALKHIGHLANDS.CO.UK to the BY illustrations, the fascinating languages in total, which makes a IT IS a highly innovative new web Scottish multimedia content is triggered real difference to foreign visitors.” application and the number-one Highlands. ORED automatically by Global Positioning ■ www.nts.org.uk/c ulloden source of information on walking The team System technology as visitors 0844 493 2159 tourism in the Scottish Highlands. behind SPONS explore Culloden Moor at their own The walkhighlands.co.uk site is this inspiring one-stop-shop for pace, enabling them to understand WILDERNESS SCOTLAND – SEA extensively researched, well written walkers of all abilities now has plans the events of 16 April 1746 and their KAYAKING and incorporates stunning to extend beyond the Highland area. global impact. WILDERNESS Scotland’s Sea photography with links to Ordnance Co-founder and partner Paul This National Tr ust of Scotland Kayaking programme in the north- Survey routes, Google Earth’s aerial Webster said: “We’re amazed to have guide allows visitors to interact with west Highlands and Islands is an imagery and NASA height data, as won the award. Building the site has a highly emotive and precious piece exciting product from a truly well as providing accommodation felt like scaling a mountain range at of natural heritage and human outstanding and pioneering operator. information, news updates and times but this makes it worthwhile. history, while creating minimal This market leader also interactive map downloads. It’s brilliant for a small business like impact on the ecology and demonstrates a commitment to An exemplar of collaboration and ours to be recognised in this way.” spirituality of Culloden Moor. The sustainability – through meal design, the site uses an exciting ■ www.walkhighlands.co.uk guide forms part of a larger choices, by encouraging use of public range of technology and media 01470-562 419 sustainable project, the Culloden transport, and by collaborative applications to help people safely Battlefield Memorial Project, which working with local accommodation enjoy the majesty of the Scottish FINALISTS has seen the building of a new, providers and other operators. Highlands. In just over a year, THE NATIONAL TRUST FOR environment-friendly visitor centre. Wilderness Scotland does all this walkhighlands.co.uk has become one SCOTLAND CULLODEN Centre manager Deirdre Smyth without sacrificing quality or of the most visited websites BATTLEFIELD GUIDE said she was delighted to have made customer service: the tepee-style SCOTLANDonSUNDAY NOVEMBER 2, 2008 SCOTTISH THISTLE AWARDS 15

bit differently’ Clean outlook: Itchycoo bar at SUSTAINABLE TOURISM the Radisson SAS in Edinburgh, where sustainable practices are put into action WINNER SPONSORED BY: RADISSON SAS HOTEL, EDINBURGH Recently named one of the top-ten green hotels in the UK by Smart Planet, the Radisson SAS Hotel in Edinburgh is a market leader in sustainable tourism practices in shining example of how businesses Scotland. The hotel’s new programme, can be commercially successful and Responsible Business, presents a environmentally sustainable. framework for the company to Managing director Glen Bennett integrate environmental and social said of making the shortlist: “This is a responsibility into the operation and validation of all our efforts to reduce management of the hotel, reduce its our carbon footprint. As a supplier to carbon footprint and, at the same Scottish tourism businesses, this also time, continue to contribute towards carries a strong message to the increasing high-value tourism in industry that having a green supply Scotland. chain is as important as being green By making every effort to educate yourself.” customers on sustainable issues, ■ www.eae.co.uk 0131-440 9444 helping other Scottish tourism businesses to become more MAXIMILLION EVENTS sustainable, and encouraging 100% Maximillion is an event management participation from staff, the Radisson company that specialises in delivering SAS is playing a huge part in events for the business tourism Scotland’s aspiration to become a sector. Fervent about all things green, carbon-neutral destination. Maximillion has established Malcolm Rann, general manager at sustainable practices and initiatives in the hotel, said: “Winning a Scottish three key areas: how the business is Thistle Award is truly a dream come run; how the events are delivered; and true for our staff. It’s an honour and a the continued development of green thrill to be recognised for our ongoing products. hard work to promote sustainable With a triple bottom-line approach tourism in Scotland.” to accounting – covering people, ■ www.edinburgh.radissonsas.com planet and profit – and a portfolio of 0131-557 9797 more than 250 events each year, everyone at Maximillion believes that FINALISTS social responsibility and EAE environmental sustainability are With more than 700 clients in the interdependent, and jointly affect the tourism sector, EAE is the premier company’s economic prosperity. This, leaflet marketing service in Scotland. coupled with a policy of reducing, Caledonia shoots for From its inception, EAE has been reusing and recycling, and a concerned about the company’s commitment to carbon balance, impact on the environment and, for clearly illustrates Maximillion’s the last 20 years, has offered impressive green credentials. customers a discount if they use Managing director John Strachan a sustainable goal recycled paper. EAE’s first said: “We are absolutely delighted to promotional brochure was printed on be recognised for all the hard work the 75% post-consumer waste, years team has put in to developing our before recycling was as widespread as green credentials. This has helped assets. It’s our job to help vis- it is today. The team at EAE is reposition Maximillion in the industry The country’s environmental itors access thatheritageand passionately committed to reducing as a business that can support the to provide the contextual in- the carbon footprint of the company, sustainable agenda of its customers.” assets are being well protected formation. which has its own wind turbine to ■ www.maximillion.co.uk “We also promote tourism generate green electricity. EAE is a 0131-333 0066 directly through access to our 54 nature reserves.” Andrew Collier ible visitor guide, available The organisation sponsors innovation and enterprise and both on the web and in a hard the award, she says, to raise we want to support the industry. ISITORS love Scot- copy version. the profile of sustainability The Scottish Thistle Award for land’s unspoiled, and “The aim is to makevisitors and persuade others in the Innovation is a greatmotivator often visually awesome aware of what theycan do to sector to get involved. V help,” Ebeling explains. “We She says: “It’s agreatway of for encouraging people to think environment. But, like that bit differently.” any precious asset, it has to be have leaflets thatare being encouraging businesses to carefully maintained and distributed in visitor centres think about what they are do- managed. TheScottish Gov- and hotels to explain how they ing.Wehad 21 applications mess tent allows clients on the ernment and public agencies can play their own part.” this year in this category, expedition programmes to gather in are well aware of this and Although the will and de- which is really good. There one tent to socialise in warmth and Scotland has an aspiration to termination to preserve the really are some interesting comfort for example. Wilderness become the most sustainable environment for future gen- case studies of companies act- Scotland has delivered the concept tourism destination in erations of visitors and Scots ing in a fantastic way. Alot of of a multi-night sea kayaking holiday Europe by 2015. alike is there, it is also ac- businesses do wonderful to the UK and international markets, This year’s Scottish Thistle knowledged thatwork still things and motivateothers at and has successfully put Scotland on Award for Sustainable Tour- needs to be done. the same time.” the map as a sea kayaking ism is sponsored by Scottish “Weneed to make sure that Ebeling adds: “It’s not just a destination with potential to grow. Natural Heritage (SNH). Mar- we establish ourselves as a case of being environmentally Director Stevie Christie said: “Our en Ebeling, SNH’stourism of- green destination, but there is responsible, but of being eco- programme of sea-kayaking courses ficer,is responsible for policy still a lot to do,” says Ebeling. nomically viable too. Sustain- and holidays provides incredible development in her own or- “For instance, transport is still able tourism is a wide subject experiences for all abilities, from ganisation as well as other abig issue – alot of tourism is and the social aspects of it also complete beginners to seasoned bodies through the Sustain- dependent on it, and we do have to be taken into account. experts. Many clients started learning able Tourism Partnership. She need to provide more sustain- We must be careful not to con- with us and are now progressing to says thatmuch is being done able transport and better centrate too much on the en- our more challenging holidays. to capitalise on Scotland’s transport links. vironmental parts –we need “Scotland is a globally recognised green reputation. “At SNH, we have the re- to be socially inclusive too. destination for sea kayaking and we There is also a recognition sponsibility of safeguarding “It’s about making the most always enjoy introducing our clients that visitors themselves have the country’s environmental of our environment and pro- to amazing places. This is a great an active role to play in the tecting and preserving it for activity for corporate groups too as it ongoing preservation of what ‘It’s not just about the generations to come, but it’s provides a fun and different way to can be a fragile and sensitive environmental aspect also about making sure that experience the great outdoors.” landscape. SNH has worked – we need to be local communities are sup- ■ www.wildernessscotland.com with the Tourism Innovation ported and thatall kinds of 0131-625 6635 Group to produce arespons- socially inclusive too’ visitors benefit.” SCOTLANDonSUNDAY 16 SCOTTISH THISTLE AWARDS NOVEMBER 2, 2008 Celebrating the driving ambition to succeed

Three finalists vie for Young Tourism Entrepreneur title

Maggie Stanfield some 600 or so of them every year and about 10% of those OUNG people are the fu- have an impactontourism in a ture of every industry and range of ways. the dynamism and enthu- “They may be directly in- Y volved through hotels and gift siasm they bring to tour- ism is vitial for its development. shops, for example, or perhaps That’s the clear messagebe- in manufacturing or services to hind the Prince’s Scottish Youth the industry, so there’s ahuge Way to go: Young Tourism Entrepreneur Ross McKinnon, left, is behind Amazing Days Scotland, which provides kilted chauffeurs and luxury transport Business Trust’s (PSYBT)spon- variety of ways in which young sorship of the award – suppor- people get started.” ted by the Moffat Charitable “For rurally-based entrepren- as an income. Since young photographyor aseaplane tourism industry. They deserve photography to camper vans or Trust – for the most innovative eurs, it can be difficult to find people often won’t have access flight.”In this way, says Logan, a piece of the pie and it’s great to your own kilted chauffeur to and exciting “young tourism en- career options that will allow to alargecapital pool with the impact can permeate see them up there on the podium take you to some of Scotland’s trepreneur of the year”. It’s an them to remain within local which to get started, co-operat- through the community and cre- alongside the big names. ” beautiful places, we have the opportunity to recognise initi- communities. Setting up your ing with others can be a very ate jobs and opportunities. PSYBT has been profoundly young fruits of new ambition on ative and commitment from the own business can be a smart and effective wayto pull together a “That’s a very important way impressed by the quality of the our doorstep young stars of tourism. effective way to do just that, and product package that is more ex- of supporting those local com- entries this year and the judges “All finalists have shown tal- Rebecca Logan, head of fund- I think all three finalists demon- tensive and appealing than one munities and businesses,”she struggled to thin it down to ent and imagination in what raising for the Moffat Trust, strate that superbly. individual could offer alone. adds. “Without incentives for three. Logan stresses that there they’ve achieved so far. They’ve says: “Tourism is a huge sector of “It’s not only about making a “We are encouraging young young people to work in more are no losers there: “All three also revealed how to combine the Scottish economy and this business thatworks, of course, entrepreneurs to join forces. For isolated areas, those communit- have come up with unique pack- enthusiasm with business acu- award is a brilliant opportunity it’s also about doing whatyou example, one may provide trans- ies will be lost. And of course it’s ages that show their enthusi- men and Ithink that’s avery to recognise the involvement of want to do; what you will enjoy port; another offers lunch and a a great opportunity to recognise asm, dynamism, energy and positive indicator for how tour- young people in it. We support and gain fulfilment from as well third a specialism such as whatyoung people bring to the commitment. From wildlife ism in Scotland is developing.”

has reacted to market needs by attention to customers at all times, YOUNG TOURISM ENTREPRENEUR offering customers the freedom to providing advice and tips where tailor their campervan with a long list needed. of optional extras. Having taken their photographs, WINNER SPONSORED BY: Highland Campervan’s first customers then spend time in a ROSS McKINNON, AMAZING DAYS customer came from New Zealand in digital suite, downloading pictures SCOTLAND May 2007 and from then on, the and learning about image storing, Ross McKinnon, 27, has shown a keen business was fully booked printing and manipulation through a entrepreneurial spirit since his throughout the summer. Photoshop tutorial. university days, working in tourism Bunn has shown genuine As well as being an innovative during his studies and developing his enthusiasm and passion for her business idea that brings additional business idea. recognition – a seal of approval for business, as well as considerable visitors to the region and has wide Amazing Days Scotland is the result the three years I’ve been building this personal financial commitment, to appeal to all age groups and abilities, – a luxury, kilted-chauffeur-driven business. To win what is the most provide the highest standards of Loch Visions showcases the natural experience, tailored to the specific prestigious award in tourism also customer care. resources of Scotland in a needs of the customer and with great gives our potential clients the On being named as a finalist, she sustainable and environmentally potential for growth. confidence to book our packages said: “I see reaching this level not responsible way. In setting up his company and even though they may not be very only as recognition of all the hard Through his conservation work pursuing his dream, Ross has aware of just what we provide.” work that has gone into setting up and membership of his local demonstrated significant personal ■ www.amazingdays-scotland.com Highland Campervans, but also as an mountain rescue team, Price commitment and sacrifice. 0141-354 1322 excellent springboard for future has demonstrated a clear and With the unconditional support of growth and development. consistent commitment to the his family, he has created a company FINALISTS “Despite the current economic community in which he lives, and the that has a strong identity and CATHERINE BUNN, HIGHLAND situation, I see this as a very exciting environment on which his business excellent working relationships with a CAMPERVANS time for the domestic tourism depends. range of other tourism businesses, Catherine Bunn went back to industry.” After being named as a finalist, from hotels to experiences. entrepreneurial basics, spotted a gap ■ www.highlandcampervans.com Price said: “This is recognition not McKinnon has adopted some in the market and built her business 01463-798 009 just for me but for my grandmother, exceptional marketing techniques, around it. a former Italian restaurateur in making the first two years of his After months of research, including PHILIP PRICE, LOCH VISIONS Glasgow, who makes our lunches business a success, and culminating a 2,500-mile round trip with her then Philip Price’s Loch Visions provides and for my mother, the front-of- in an imaginative and collaborative eight-week-old son, Highland wildlife photography experiences in house manager. I’m doing what I love approach that showcases the very Campervans in Inverness was born. the Loch Awe and Oban area. most and this validation is a great best that Scotland has to offer. Insights gained from the research The business is unique as it result.” On winning the trophy, McKinnon were instrumental in successfully provides all the equipment ■ www.lochvisions.co.uk said: “This award is fantastic identifying market potential and Bunn necessary, while Price gives personal 01866-833 272 SCOTLANDonSUNDAY NOVEMBER 2, 2008 SCOTTISH THISTLE AWARDS 17 Togetherness can win in long run

New award recognises that businesses working in tandem is key to an integrated welcome

Maggie Stanfield increased business to them all. This is the waytourism must HILE there may be develop in Scotland, says chief competition between executive Jeremy Hawkings: different interests in “The hotels are competitors, of W course, but these people are big tourism, the scope for collaboration offers greatbene- and bold enough to get together fits for everyone involved. and to see the value of sharing It’s with this message in mind experience and bestpractice as that VisitScotland has intro- well as of marketing and duced a brand new award this presenting as a corporate unit.” year to recognise successful Jeremy Spiers, general man- collaborative efforts thatare ager at the Famous Grouse Ex- breaking down barriers and perience, agrees: “Astourism contributing to the industry gets tougher and tighter,we’ve ambition to increase revenues found that partnering with oth- from tourism by 50% by 2015. er companies and attractions And it’s just such an initiative has been veryworthwhile. With thatalso sponsors this category. Timberbush, we already had a Glasgow and Edinburgh coun- customer who bought our tours cils work together with Scottish and we looked together at how Enterprise to support tourism in we could grow business for both ways that benefit both Scot- of us. They wanted to move into land’s capital and its largest city. the Glasgow market and we TheGlasgow :Edinburgh Col- wanted to expand there too. laboration is therefore perfectly “What we’ve done is a com- placed to sponsor the new pletely integrated, joined-up award, which will clearly high- branding exercise thathas seen Racing ahead: Scottish Racing’s Tartan Turf Tours showcase not only attractions such as the Musselburgh course but a collaborate-to-compete attitude light the benefits of collabora- business double. Next year, we’ll tion in the industry, showcasing build on it further.” the success of the winners and Ultimately, of course, visitors people staying in the UK for tourist industry’s most es- importance of ‘collaborating to success through collaboration is how they have made collabor- come to experience the bestof their holidays, the need for col- teemed award ceremonies is a compete’ for greater business no more obvious than in our ation work for them. Scotland, wherever they go laborative effortis all the more great honour for Glasgow : Ed- success and economic impact. tourist industry. Thefinalists in the Scottish while they are here. Providing a obvious,”says Spiers. “It’smuch inburgh Collaboration. We “We feel it is vitally important “Weare grateful to be able to Thistle Award Collaboration totally integrated package that easier to work with people than believe the Collaboration Award thatweget the message out reward those hard-working category all clearly recognise the delivers easily and simply to the against them!” will encourage innovation there that not only do cities need companies that recognise that benefits of working together. consumer is keyto driving tour- Laura Gordon, director of through collaboration and cel- to work more closely together to combining their assets and their For Connoisseurs Scotland, ism traffic forward. Glasgow: Edinburgh Collabora- ebrate the benefits of working be more competitive but that strengths will bring far greater combining the efforts of 22 part- “Atatime when pressure on tion, adds: “To be able to create a closely with other organisations businesses need to as well and results, particularly in today’s ner luxuryhotels is bringing finances maywell see alot more new categoryfor one of the UK while highlighting the growing that the potential for great challenging economic climate.”

enjoyed the exposure and benefits of capitalises on the allure of Scotland’s COLLABORATION cross-selling that they would not iconic products. have achieved without the Launching the “Highland Lochs, consortium. Glens & Whisky” tour, they worked WINNER SPONSORED BY: The group now not only focuses on together closely from the outset, SCOTTISH RACING, TARTAN TURF the US but also on other established clearly establishing their goals and TOURS and emerging markets. Connoisseurs joint budget, and delivering a shared Providing a clear and united voice Scotland has developed into a well- vision. Supported by an innovative for Scotland’s five independently known luxury brand, and is hugely joint-marketing strategy, the owned race courses, Scottish Racing have worked extremely hard to successful at increasing the revenue initiative is now reaping the rewards, has worked closely with course attract thousands of visitors to of its growing membership and the and has significantly increased owners to generate significant Scotland over the last few years. tourism industry as a whole. visitor numbers from home and returns for the Scottish racing “This award not only recognises Jeremy Hawkings, chief executive abroad. particularly and Scottish tourism as the contribution made by the tracks, of Connoisseurs Scotland, said: “This The collaboration raises both a whole. but also that of our tourism partners, is absolutely the best job in Scotland company profiles and generates Ta rtan Tu rf To urs, the most recent including local accommodation and even if I wasn’t being paid a significant financial returns for the marketing campaign, collaborates providers, restaurants and other salary to do it, I would still think that. industry. This success has led them with partners across the industry to local attractions. We are delighted to I meet regularly with 22 hoteliers who to future collaborations, including a deliver dedicated “racing breaks” in win this award.” run establishments such as specific whisky tour to support Scotland. By combining resources, ■ www.scottishracing.co.uk Gleneagles, Westin Tu rnberry, Homecoming Scotland in 2009. the initiative enables Scottish Racing 0131-665 2859 Inverlochy Castle, the Old Course Jeremy Spiers, general manager of to successfully target new markets, www.tartanturftours.co.uk Hotel and Stobo Castle. The Famous Grouse Experience, said: attract additional visitors and “They are all competitors and “This is a brand new award category encourage greater spend – all FINALISTS captains of industry who are big and we’re obviously very pleased to contributing towards the shared CONNOISSEURS SCOTLAND, enough to work together so as to be have made the last three. Our industry ambition to increase DUNFERMLINE good for Scotland. Reaching the partnership with Timberbush To urs revenue from tourism. This activity Connoisseurs Scotland is a well- finals is an award for all of them, not has worked very well. We have co- has identified opportunities which established collaboration of luxury just for me.” branding and every one of their support plans for future accommodation providers. ■ www.luxuryscotland.co.uk customers gets a miniature of collaborations to reach new markets. It was created to provide a single 01383-825 800 whisky, so it adds value for everyone. Scottish Racing clearly understands voice to promote their unique We have proved that partnering is a the benefits of collaborative working. properties, particularly to the US TIMBERBUSH TOURS AND THE key aspect of the business.” Jonathan Garratt, its commercial luxury market. FAMOUS GROUSE EXPERIENCE ■ www.timberbushtours.com manager, emphasises the As the number of companies Timberbush To urs and The Famous 0131-226 6066 importance of working together for involved has grown, so too has their Grouse Experience joined forces to ■ www.thefamousgrouse.com mutual benefit: “All five racecourses reach. The member hotels have create a dynamic partnership that 01764-656 565 SCOTLANDonSUNDAY 18 SCOTTISH THISTLE AWARDS NOVEMBER 2, 2008

In a tough trading climate, having enthusiastic people committed to moving forward and achieving Having the right staff is the icing on the cake in the hospitality sector

Maggie Stanfield SPONSORED BY: differentiate themselves. Success in today’s market de- HE rightstaff are vital to mands strong teams, effective the success of every busi- leadership, qualitytraining to Tness, and in the hospital- develop skills, good communic- itysector it is even more ations throughout an organisa- crucial. Interaction with cus- tion as well as with the tomers isn’t just a quick nod and itysector, ensuring thatguests customers, and of course ulti- athank you, it’s the abilityto and customers receive top qual- mately, focus on the customer.” actively contribute to the pleas- ity attention and service. People The judges in this year’s ure and enjoyment people development is an integral part awards have been impressed by experience while on holiday. of the industry’s development. the quality and imagination of “It’s atough sector to be in, in Visitors are now far more de- the finalists. Across the larger- the current climate,”saysChris manding and better informed scale operators and the smaller Taylor, head of tourism, food about the places theyvisit. The ones, the standard has been im- and drink at Highlands and Is- accessibilityof information on- pressive. Taylor says: “There is a lands Enterprise, which spon- line and the speed and relative fantastic range of different sors the Scottish Thistle Award cheapness of travel means many kinds of innovation here. That’s for People Development. “We more people are visiting a more what we need to thrive; that need top quality people who are global spread of countries than greatmix of business acumen really achieving and moving for- they ever did in the past. As a with passion, energyand enjoy- ward in their careers. It’s good to result, Taylor argues, Scotland ment in what you are doing. be able to celebrate those who needs to keep on refining its of- “For tourism to continue to have the energy, passion and fering so that it offers aclearly succeed in Scotland and for our commitment to the industry unique experience. standards to continue to im- that we depend upon to keep “People are after an authentic prove, we mustnever become Scotland ahead, and the Scottish experience. They don’t want to complacent. We are renowned Thistle Awards do just that.” just sleep in a different bed; they the world over for the warmth of Taylor adds: “When people want to get inside the local cul- our welcome and the quality of are well received, they come ture, history, traditions, music our unique product. Where back again and again. We need as well as the food and the people work hard to investin to make sure that we recognise fabulous scenery. that, as these finalists have done, the difference people make at an “By offering something more, then we can take great strides in individual level when it comes hospitality businesses here can developing our potential. to how much thatvisitor has “The Scottish Thistle Awards enjoyed his or her stay here. are not an easy accolade to win. When it’s good, when we getit ‘When people They stand at the pinnacle of the right, then people love it and industry. To get to this stageis never forget the experience.” are well received, verytough. Those who have Training is therefore a managed it are doing phenom- vital component common they come back enally well and have achieved throughout the hundreds of dif- real results; it is already avery ferent jobs within the hospital- again and again’ high standard for all.”

said: “Our mantra is exceptional FINALISTS PEOPLE DEVELOPMENT service delivered by exceptional CLUNY CLAYS, FIFE SMALL BUSINESS people. With a golf driving range, clay pigeon “We know we have a great shooting, archery and off-road attraction full of fascinating things to driving on offer to visitors at Cluny WINNER areas are encouraged to personalise see, but it’s our staff that set us apart Clays, one might be forgiven for THE FAMOUS GROUSE EXPERIENCE, their role and have fun, while the from the competition in a fierce thinking that there are not enough CRIEFF management team provides market. hours in the day for people The Famous Grouse Experience, opportunities for staff to migrate to “We spend 15-20% of our profits development. pictured left, is one of Scotland’s other roles within the business. This each year on people development However, the business most popular five-star attractions. It succession-planning enables staff to because our success results from the consistently provides a wide range of believes that it is its staff that make it develop according to their own skills work they do; it’s a crucial part of the talent development opportunities for stand out from other attractions, so it and aspirations. The results are mix. staff. invests heavily in staff training and distilled throughout the organisation “That’s why it’s so satisfying for Three of the management team development. Its ethos of to achieve the highest-quality them to be recognised for what they have attended learning journeys ‘Exceptional service delivered by service, motivation and enthusiasm, achieve. It’s easy to provide five-star with Scottish Enterprise and have exceptional people’ underpins the resulting in consistently high service sometimes. It’s more difficult used the insight they have gained on values and actions that ensure standards of business performance, to do it 365 days a year.” these to develop very effective, everyone on the team strives to give staff retention and pride. ■ www.thefamousgrouse.com in-house staff development their best at all times. Staff in all General manager Jeremy Spiers 01764-656 565 initiatives. SCOTLANDonSUNDAY NOVEMBER 2, 2008 SCOTTISH THISTLE AWARDS 19 their aims are what win customers and awards PEOPLE DEVELOPMENT LARGE BUSINESS

Key ingredients: Jeremy Spiers of The Famous Grouse WINNER Experience believes in great RABBIE’S TRAIL BURNERS, service delivered by exceptional EDINBURGH people. Photograph: Graeme Hart The Rabbie’s promise to customers is to deliver a unique and memorable experience of Scotland. The promise is consolidated through the company’s passion for its staff and their development. It firmly believes that great customer service – the lifeblood of the business – can only be delivered by great people who are developed to their full potential, and therefore invest significantly in training and development. Staff, in turn, respond with busloads of loyalty, enthusiasm and pride – for Rabbie’s, its customers, the Scottish product and, most importantly, for themselves and the job they do. From learning about ’moments of truth’ and the introduction of a monthly WKD (Wicked) award for service, to spending part of a personal learning budget on developing product knowledge, the To urism category, Horsecross has and great experiences – and firmly message resonates clearly – happy, pioneered ‘MAD’ management believes that the best way to do this knowledgeable staff make for happy development and ‘What a is through its staff. People are customers, increased sales, and a Performance!’ staff reviews, and has Radical’s business, and great high level of staff retention and shown a consistent and extremely experiences can only be created by loyalty. high level of commitment to the the commitment of passionate Managing director Robin Worsnop, continuing professional development people who have been trained to the pictured right, was thrilled with the of its employees. highest standard. award: “We are absolutely delighted The team demonstrates a strong Everyone in the management team to be awarded this honour. It’s a and genuine commitment to training has undergone leadership training great celebration for the whole team and development, covering all facets and is well prepared for the and a building block for the future of operational effectiveness. development of their staff. The development of our people.” Ben Jeffries, director of marketing Radical ethos is that each individual ■ www.rabbies.com and communications, said: “I am member of the team is a piece of a 0131-226 3133 delighted and proud of what we’ve large jigsaw which, when put done. Last year it was a fantastic together, provides a seamless FINALISTS boost to win the Scottish Thistle service to the customer. From HORSECROSS ARTS LTD, PERTH Award for Business To urism in partnership working with the Horsecross Arts Ltd demonstrates a recognition of a team who go out of Forestry Commission, to Hospitality clear commitment to developing its their way to put customers first. We Industry Tr ust scholarships, staff to the obvious benefit of the enjoy creating a buzz here at development is identified and individual, the business and the local Horsecross, and recognising our sourced in innovative ways to ensure community. Whether through its staff, who are at the heart of that Radical and its staff are able to innovative academy or its annual entertaining and delighting the many continue to provide that special awards ceremony, the ‘Horsecross thousands of visitors who enjoy touch for its customers. Way’ weaves a sense of theatre into visiting Perth Theatre and Concert Jason Clark, Radical Tr avel’s everyday learning, taking staff on a Hall.” marketing manager, said: “To have learning journey throughout their ■ www.horsecross.co.uk reached the final round in the People employment with the company. In 01738-477 733 Development category is especially terms of the development potential pleasing and is a timely reminder of for staff, it has had an impact RADICAL TRAVEL, EDINBURGH the skills, talent and drive shown by throughout the Scottish theatre Pioneering the budget backpacker our team at Radical.” community. A previous Scottish tour since 1993, Radical Tr avel aims ■ www.radicaltravel.com Thistle Award winner in the Business to arm its customers with knowledge 0131-557 9393

From on-site instructor training to HOUSE FOR AN ART LOVER, The venue enjoys excellent staff ‘Idea a Month’ schemes, Cluny Clays GLASGOW retention (80% of the management shows an inventive approach to Designed by Charles Rennie team has been promoted from within development that goes a long way to Mackintosh in 1901 and built in the the company), skilled and benefiting the business, the late 1980s, Glasgow’s House for an enthusiastic staff, and good repeat customer experience and, of course, Art Lover is widely recognised as business – a clear indication that the staff themselves. one of Scotland’s premier private investment in people is well The staff are all multi-skilled in dining venues and visitor worthwhile. different aspects of the business. attractions. Dorothy Johnston, marketing and This provides a solid support Staff development is considered business development manager at structure and encourages internal key to the provision of excellent the House, said: “We’re absolutely recruitment. service, and the venue employs its delighted to have reached this final Rachael Allitt, general manager at own in-house training coordinator. stage. That is thanks to all of the Cluny Clays, said: “At Cluny Clays, we Successful business performance is staff here at the House and not to know that our staff are as much our directly related to the skills of its any one person. Everybody works business as the customers. people, and people development at really hard to achieve the high “I think we’re getting it right and House for an Art Lover takes the standard of service that we deliver this is validation of that.” form of structured learning, skills and here.” ■ www.clunyclays.com knowledge sharing, learning journeys ■ www.houseforanartlover.co.uk 01592-720 374 and exemplary communication. 0141-353 4770 SCOTLANDonSUNDAY 20 SCOTTISH THISTLE AWARDS NOVEMBER 2, 2008 A night to remember

Stage is set: All the 2008 Scottish Thistle Award Winners and Sponsors

Ministerial approval: John Swinney MSP, Flag day: VisitScotland’s Scottish Thistle Cabinet Secretary for Finance and Awards ceremony is a celebration of the Sustainable Growth, spoke at the event very best in tourism

Good night from him: Ronnie Corbett OBE presented the awards