Folk in the isles are being encouraged to become “ambassadors” for Shetland in a major branding exercise by Promote Shetland.
A pack containing a dozen double-sided page inserts has been developed to highlight the Shetland brand and the aspects of island life it stands for.
The pack contains case studies drawn from community, food and drink, energy, manufacturing, sport, festivals and events and tourism.
Organisers admit the idea of branding Shetland – using the “pride of place” slogan and a new logo – has enthused some but confused others since it was pioneered in 2002.
It’s hoped the pack will see the concept brought home in a “powerful and accessible way”.
Andy Steven of Promote Shetland said: “We want people who feel pride in this place to stand up for Shetland, to become ambassadors for all that’s great about the isles.
“Companies, organisations and individuals can take on the ‘proudly supporting’ idea, the logo, and use it as part of their identity, in everything from headed notepaper to the side of a lorry.
“All of us, one way or another, represent Shetland in our dealings with people and organisations outside the isles.
“Nothing convinces people of worth like word of mouth, and the whole idea of the brand is to encourage that.”
The innovative pack is available from www.SHETLAND.org/prideofplace or by contacting Promote Shetland directly.