Promote Shetland, the Destination Management Organisation for Shetland was approached by Tesco to work on a marketing opportunity in a bid to expand what has already been an extremely positive local relationship. Eight new Tesco trucks will be launched in the New Year, each specially branded with a Shetland message.
The trucks, which are designed as 'mobile banners', will promote Shetland as a place to visit, live, study or do business with. It is anticipated that Tesco transport's wide geographical reach will provide an excellent, cost effective opportunity to increase awareness of Shetland's unique selling points and provide additional exposure of the Shetland Brand.
Misa Hay, Brand Marketing Executive at Promote Shetland said: “We all recognise that Shetland is a place worth shouting about and we are constantly looking for new ways of promoting it. So, in addition to the broad range of our marketing activities, we wanted to create an innovative way of celebrating Shetland, and working with Tesco was an excellent opportunity. We are committed to working with Shetland's ambassadors across all sectors to increase destination awareness and we are always on the lookout for new partnerships.”
Paul Clelland, Store Manager of Tesco Lerwick added: "We're delighted to have partnered with Promote Shetland on this new exciting campaign, which we are sure will get a lot of attention and highlights Tesco's commitment to work with local communities”.
This is an innovative campaign and is almost certainly a unique approach for a Destination Marketing Organisation. Working closely with an industry partner like Tesco can provide many potential opportunities for both parties. Tesco has already demonstrated its commitment to the island community by stocking produce from local suppliers. For Shetland, the increased exposure of an internationally renowned brand like Tesco displaying their 'Proudly Supporting' badge reinforces their position and takes the brand to a much wider audience.