MARKETING BRAND FOR THE OUTER HEBRIDES

The Chairman of the Western Isles Community Planning Partnership, Convenor Alex Macdonald, today announced that the CPP had decided to propose the next stages of the marketing brand project, which was instigated to find how the Outer Hebrides could increase inward investment, visitors and the sale of products and services.

Specifically he said that the CPP wished to:
· Develop a local communication strategy to ensure there is a consensus on what the brand should be
· Increase the involvement of the private sector so that everyone feels part of the process and the brand
· Develop a brand, a marketing strategy and a visual style and
· Seek funding for the marketing strategy.

The Community Planning Partnership has agreed to the recommendations by the Consultants, Corporate Edge that the region should be known in the future as the Outer Hebrides, that it should market itself as a place having the characteristics of remoteness, rarity and richness, that the Gaelic language and the people should form an integral part of the brand images and that the Outer Hebrides should promote itself in the first instance to those who are already customers of Hebridean goods and services, who already visit here or are familiar and acquainted with the Outer Hebrides, its language, culture and environment.
 Mr Macdonald said: “I am very pleased that we have reached this stage in the project and with the huge amount of work done by the consultants to get us to this point. It is now up to the people, businesses and agencies in the Outer Hebrides to work together to define the brand image, to say exactly what it is we want to promote to the wider world and to substantiate these claims with quality products and services.

To this end the steering group will set up a series of meeting throughout the islands. These meetings will engage everyone. They will ensure “buy in” to the concepts. They will refine the precise details of a strong brand message and they will recommend how the brand should be promoted and how this image can be safeguarded. Different business sectors will be able to say how a new brand for the Outer Hebrides should be able to help their businesses and their product sales.”

Mr Macdonald added that he hoped this process would help to inspire people, to motivate them, to attract others and to sell Hebridean products. He hoped that getting together like this, with a single purpose in mind, would increase the pride that people feel about the Outer Hebrides and help to develop sustainable communities in which people can successfully live and work.

In conclusion Mr Macdonald said he thought this was a good example of the Community Planning Partnership’s ability to work together towards a common aim.

Nigel Scott
Communications Officer
Comhairle nan Eilean Siar

Tel: 01851 709389 (Work)
Tel: 07884 236103 (Mobile)
email: nscott@cne-siar.gov.uk