Businesses Asked To Use Consistent Messaging About Scilly

Julian Pearce from St Mary's TIC

Island businesses are being asked to use some key phrases in their marketing material to generate a memorable image of the Islands.

It’s part of an exercise called storyboarding which has been recommended by tourism consultants Blue Sail who’ve uncovered a major flaw in our promotion.

They questioned around 2000 people who fit our target visitor profile but haven’t been to the islands yet.

People aged over 45, with two children aged four or more, were asked for the words that sprang to mind when they thought of Scilly.

And Julian Pearce from the Tourist Information Centre was surprised at their responses.

A significant number of people knew nothing about us and some respondents thought we were in Scotland or Italy. One even said the word Mafia.

Julian says the findings show we need to do more work on marketing our islands and the Council Economic Development unit wants businesses to work together in providing a consistent message about Scilly

He says that our marketing needs key words that, when people hear them, they instantly think of Scilly.

Terms ‘like nowhere else in England’ and ‘outstandingly beautiful’ are thouht to be good because they give us a geographic reference so people dont think we’re Sicily and it highlights our uniqueness.