News
HRH launches a new tourism brand at the Castle of Mey
1st August 2006
The Duke of Rothesay launched a new tourism initiative today to give a boost to the North Highlands of Scotland.
The Duke, as The Prince of Wales is known in Scotland, launched the new Pleasure in the Extreme brand as the second phase of his North Highland Initiative (NHI).
In a speech at the Castle of Mey, The Duke said that he hoped it would help more people to discover "this extraordinary place for themselves".
The brand focuses on the idea of “Pleasure in the Extreme”, rooted in the physical and environmental extremes that exist in the North Highlands.
It is the work of the “North Highlands Tourism Operators Group” – more than 150 hotels, historic castles, B&Bs, archaeological sites and other organisations in Caithness, Sutherland and Ross-shire - who are working together as part of the NHI.
The strategy has three strands: to present the North Highlands as one distinctive region; to encourage people to stay longer and spend more; and to persuade them to spread their visits throughout the year.
The brand, together with a new logo, will be used in future marketing campaigns to deliver targeted messages about historic, cultural, sporting and relaxing activities and locations.
The first phase of the North Highland Initiative was the Mey Selections brand which markets beef, lamb, and now cheese from the region. It was launched by The Prince at the Castle of Mey in 2005.
The success of Mey Selections has already seen an extra £150,000 going into farmers' pockets.
Lord MacLennan, Chairman of the North Highland Initiative said:
“The creation of a single, powerful tourism identity for the area will benefit all businesses, whatever their size and location.
“By co-ordinating all tourism investment for the region under one umbrella brand, I hope this project will greatly increase awareness of the North Highlands as a very special and distinctive tourist destination."
Earlier in the day The Duke visited the Environmental Research institute in Thurso to tour the facility and hear about the research being undertaken there.
During a tour of the institute, The Prince, who wore a Lord of the Isles kilt with a blue cornflower in his buttonhole, was introduced to staff by director Dr Stuart Gibb.
Dr Gibb said following the visit: “It was a real pleasure to show The Prince around the centre.
“He demonstrated both a keen interest and a considerable insight into the environmental issues we discussed.”