Along with our client, VisitScotland, we enjoyed award success at the Marketing Research Awards 2005. The successful partnership that earlier this year won the award for International Brand Development at the very first Marketing Excellence Awards Scotland, scooped the award for Best International Research Project and the overall Marketing accolade for Outstanding Research.
Jacqui Souter, Brand Strategy and Planning Research Manager, said:
“The awards are a fantastic achievement for both VisitScotland and Nunwood. We are extremely proud of the extensive and sophisticated project that was undertaken to revolutionise and re-position the VisitScotland brand, and delighted that this has been acknowledged by the industry.
“Through the insight acquired, VisitScotland was able to implement a new creative strategy throughout the European markets that has resulted in a significant impact on Scottish tourism and in turn, the country’s economy as a whole. In essence, the qualitative and quantitative international research that was carried out has formed the basis of a dynamic initiative that has put Scotland firmly back on the map as a ‘must visit’ destination!”
The research centred on exploratory qualitative workshops with potential and previous visitors to Scotland across their three main European markets. Using native speakers, we sought to excavate both current perceptions of Scotland, and to delve into the emotional needs people visiting Scotland felt.
Nunwood facilitated in-house branding workshops at VisitScotland to encourage their main stakeholders to review their perception of Scotland’s branding and to construct a brand-value wheel to use as the basis of all their communications. On the back of this, a radically different creative strategy was developed, tested and implemented.
