Client: North and West Harris Trusts and Outer Hebrides Tourism

Brief: Bright Light Marketing were commissioned by Outer Hebrides Tourism to create and deliver a responsible tourism campaign across the islands.

Central to this is the Outer Hebrides is a Special P.L.A.C.E. campaign name and message. The aim was to create a simple acronym which would be both clear for visitors to understand and, just as importantly, which would be memorable.

This was followed /with a comprehensive range of signage and interpretation panels being delivered across the islands. An extensive suite of signage was created, all branded under the Special PLACE identity but within that unique local versions were produced, ensuring that signage solutions were created for the individual islands and locations.

Bright Light Marketing were appointed to carry out a Visitor Management Plan for Harris, funded by Nature Scot, and working for North and West Harris Trusts and Outer Hebrides Tourism.

Following comprehensive consultation with the local community and tourism industry representatives, it was clear there were five key areas of concern. Part of our work was to then develop a consumer facing campaign which could communicate these core messages out to visitors, both in planning for their trip and to encourage responsible behaviour during their stay.

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