Establishing Edinburgh Castle as the ‘Defender of the Nation’

Edinburgh Castle, an iconic world-class visitor centre, had no clear or distinct way of positioning itself on a par with tourist locations of a similar calibre such as the Tower of London or the Eiffel Tower, for example.

Our Business to People insight was based around reconciling that whilst the market outside of Scotland was key for the brand, the way in which Scottish people related to Edinburgh Castle was critical. The authenticity of the experience was common to everyone who visited the castle, regardless of whether they were tourists, business people, or professionals within the trade sector.

We helped to identify that Edinburgh Castle played a significant role in Scottish history and created an identity, which recognised its status as the ‘Defender of the Nation’. We clearly articulated a unique positioning and icon that combined the Castle’s physical structure with its history, to stand out and symbolize its status. This is now activated throughout all aspects of the visitor experience.