Storytelling is a powerful communication tool
Storytelling is integral to marketing. The two go hand-in-hand. Great storytelling communicates a powerful brand narrative, one that connects audiences with products and experiences.
We’ve been working with partners across Scotland’s regions, most recently with Perth & Kinross Council and Angus Council, to develop regional destination narratives through a series of facilitated workshops.
This is part of our ongoing commitment to help partners and businesses by using our resources and expertise to support Scotland’s regions all year-round.
These workshops delved into understanding the audiences across the regions and what motivates them to visit. We looked at this alongside the region's vision, purpose, values, strengths and weaknesses. The aim was to define a clear narrative and provide a storytelling framework for the region that can be used by partners and businesses to strengthen our collective marketing activity.
Tourism products, experiences, events and key activity that support the region's narrative are also included within these frameworks, which then inform our marketing plans. This joined-up approach allows us to align our activity, to reach more people with the same message to ensure that visitors – new and returning – have Scotland on their holiday map.
