Today, Visit Arran got a link to BBC Scotland for the lunchtime news, focusing on a herd of hampers they had made up and asking who the lucky recipients were to be.
They are for all of the SSE engineers who came to the island and worked selflessly for a week to restore power supplies in the recent long outage. This happened in the major snowfall, freezing and strong wind conditions that required a military scale operation to resolve.
Tomorrow, Wednesday 17th April, VisitScotland’s 2013 Tourism Expo opens at Glasgow’s SECC.
Guess which Scottish destination has just trumped the opposition across the country by leap-frogging into pole position for advance media coverage.
Add this to the fabulous James Bond style video the island made to attract – successfully – applicants for its crucial vacant GP service – and here is an marketing organisation that steals ideas from nobody and does not need to do so. It sets the pace. This is an object lesson in the best marketing practice.
And today’s hampers were filled with frontline Taste of Arran produce – mentioned hungrily by the reporter.
It was all done with a wonderfully light touch. The Visit Arran representative on the news clip did not mention ‘Visit Arran’ or invite anyone to come there. She didn’t need to. The organisation’s name led the item, the produce included Isle of Arran Cheeses and the mood of the piece all did the business.
This was exemplary, clever, opportunist and wholly original public relations – pitchforking the island to national attention at a strategic moment, being seen at once to be resilient, grateful, thoughtful, appreciative and human – and promoting products that can also be bought online.
We offer our unqualified congratulations to an island that was once joined with Argyll as a local authority area and which we miss.