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In 2007, the Stevens View Partnership was commissioned by HIE Moray to conduct a full tourism review of the region, which highlighted the opportunity to undertake a branding exercise to identify a clear position and distinct marketing proposition for Moray as a destination brand. HIE went on to employ View to develop this concept.
Working with VisitScotland and leading ‘family brands’ including Johnston’s of Elgin, Walkers Shortbread, Baxters and Gordon & Macphail, View looked at Moray’s overall brand image to tease out the essence of that brand. ‘Speyside – home of malt whisky’ emerged, a defining brand essence and strong marketing proposition that created a powerful new marketing focus for Speyside and has propelled the area to set up its own DMO.