5c arran Flashcards
Rebranding definition
A strategy to get rid of an unwanted reputation and remakes it with more positive image. This should increase tourism and economic investment in an area.
Reasons Arran needed to rebrand
Seasonal jobs: April to September
Poor weather and little to do indoors
Restaurants closed in winter months : high season and weakened multiplier effect because limited new businesses
Competition with package holidays and international travel
Tourism in arran before 2007
Wilderness experience
Self catering
Slogan ‘Scotland in miniature’ branded as a Scottish holiday but different
Rugged beauty and geology
Walking up Goat Fell and visiting Huttons’ Uncomformity
What was the strategy involved in rebranding Arran
External rebranding company employed
Advertising in newspapers, magazines etc
Rebranding as a place for sort stays an premium location (high end market)
High class hotels: Auchrannie and Lochranza open all year
What was the strategy involved in rebranding Arran pt 2
New website: VisitArran, simple to use
Arran discovery pass cost 3 pounds worth 125 pounds: encourages people to partake in a variety of activities, increases spending
New slogan: ‘island in no time’ image of luxury without long flights
Aims of the new strategy
Attract 5000 extra visitors per year
Change brand identity to short stay luxury holidays
Website: promote events, activities and produce
Roles of local people in Arran
Provide a sense of community and belonging,
taxes to fun projects,
Employed in tourism
Role of EU in funding Arran
Gave 1.5 million to subsidise businesses and promotion of Arran (32,000 went to Arran Business Development)
Role of Scottish government
Gave funding to DMO
Destination Management organisation
Role of local businesses
Lochranza Whiskey distillery
Auchrannie hotel spa resort
Attract tourism to the area
Create an image of a luxury location
Provide employment year round for local residents
Rebranding successes
Tourism spending: 2006 = 27 mil, 2010 = 35 mil
PR meant Arran was reported in 40 newspapers and 22 TV shows
Visitors numbers increased to 5000 and then further when Caledonian MacBrayne rescued transport prices
2015,16 and 17 VisitArran and Arran tourist business won Scottish tourist awards
Recovered after 2020 financial crisis
Rebranding failures
Eastern Europeans made up a large number of work force, hard to fill roles after Brexit
Older residents displeased because moved to Arran for a ‘quiet life’
Disputed that Arran did not become a national park to conserve wildlife and there was too much development
Increased congestion and air pollution and old roads damaged by new traffic use
