Introduction
Scotland's International Image was formed on a collaborative basis of four organisations including the Scottish Executive, VisitScotland, Scottish Development International and the British Council Scotland. The objective of designing an international identity was to ensure that Scotland was represented in a positive way and that it demonstrates what Scotland stands for. This has been based on the values of integrity, inventiveness, tenacity and independence of spirit. These values underpin the vision for Scotland and assist in illustrating its personality and attitude to life.
The International Marketing Team within the Scottish Executive has designed both visual and verbal branding elements which are to be used in a variety of different communication mechanisms, e.g. in brochures, on exhibition stands or on websites. A range of message platforms have been designed which incorporate message ideas, facts to support these and images which vary depending on the audience being targeted. The core characteristics of Scotland have been used to produce a set of themes and ideas as the basis for developing the message platforms. These themes and ideas have been selected to represent Scotland's past, present and future and apply across the four pillars of study, visit, live and work and to do business and invest.
The Team decided to ' test' some of these message platforms among audiences in Germany including tourists, academics, students and representatives from industry. The objective of this phase of the research was to obtain an indication of how the message platforms resonate with the different audiences across the various regions and cities targeted by the Germany Strategy. This will subsequently inform the development of promotional materials and all communications of Scotland to the international arena as well as the development of branded materials.
A total of 6 focus groups were undertaken among tourists, students and academics. In addition, 10 depth interviews were conducted face-to-face among businesses. The research focused on the main regions the Scottish Executive is concentrating its activities on, including Hamburg, Cologne, Berlin, Leipzig, Dresden, Frankfurt, Munich and Düsseldorf. Fieldwork was completed between 9 - 17 October 2006.
This report outlines the findings from the research undertaken among tourists, academics, students and business representatives. More specifically, it highlights their views on the messages or 'headings', supporting facts and images accompanying these.
It should be noted that since this research was commissioned a new Scottish government has been formed, which means that the report reflects commitments and strategic objectives conceived under the previous administration. The strategies, objectives and commitments referred to in this report should not therefore be treated as current Scottish Executive policy.
Summary of Findings Of the four audience groups taking part in the research, tourists represent the group which is the most ' tradition-driven'. In their opinion, any message platforms developed must market Scotland as a country which will appeal to those with more romantic and adventurous inclinations. It should also be cautious about over emphasizing the more 'modern' facets of Scotland, particularly as this audience group's perception of Scotland is of a country steeped in tradition and history. In addition, message platforms which give some illustration of Scottish events and activities (i.e. traditional or modern) and which subsequently provide an insight into the Scottish 'mentality', behaviour and customs are particularly welcomed by tourists. In discussing the possibility of student exchange in Scotland with both academics and students, it appears that this has not been fully exploited as it is determined by existing partnerships that German universities have with those in Scotland. Consequently, message platforms designed with this audience in mind need to focus on universities, faculties, teaching staff capabilities, teaching methodological approaches, research institutes, conferences, publications, etc. In particular, information on not only the content but also the conditions of studying in Scotland is of interest. Business representatives were open-minded to the possibilities available in doing business in Scotland. This audience group were less inclined to be interested in any message platforms which incorporate certain themes which were deemed to be more appropriate for tourists (e.g. Scottish landscapes, traditional aspects of Scotland, i.e. kilts, etc). Instead, any marketing of Scotland to this audience needs to clearly demonstrate the particular advantages of doing business in Scotland as opposed to other countries. In addition, business people feel that any message platforms should also focus on such issues as tax advantages, subsidies, etc. in doing business, or indeed, operating within Scotland. This should also be supplemented with an illustration of the potentially attractive personal benefits of living and working in Scotland (i.e. lifestyle considerations). |
The research audiences were shown a series of message platforms for Scotland and asked to comment on these. Respondents were advised that they would be shown different areas of focus for how Scotland could talk about itself to other countries. It was made clear that these were not ' slogans', but subjects or themes that could manifest themselves in speeches, brochures, web copy, using a range of different expressions and phrasing. It was further explained that the objective of the discussion was to focus on how they ' feel' about the topic areas and to a lesser degree about the language put in front of them, albeit an important aspect also.
The materials shown comprised headings, facts/statements and images. As well as being asked to comment on each of these three components separately, participants were invited to consider the ' fit' between the different components - thus to what extent the headings fitted with the facts, the facts with the images, and so on.