2014 newsletter November

GET INTO 2014 - NEWSLETTER Your guide to stories, news and business opportunities in the Highlands and Islands throughout 2014

2014

EVENTS

Jan - Dec

The Year of Homecoming

November 2014

Issue 8

NOVEMBER EVENTS

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13 17 – 21 19

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Marketing on a Shoestring, Inverness City of Inverness Firework Display Business Start-Up Workshop, Lochgilphead International Ecommerce Workshop Roadshow, Benbecula International Ecommerce Workshop Roadshow, Stornoway Explore Export 2014 Scotland Roadshow, Edinburgh Intro to Social Media, Brora Lochaber Ideas Week International Ecommerce Workshop Roadshow, Lerwick International Tourism Ecommerce Workshops, Inverness Daniel Sloss: Really?, Eden Court A Salmon’s Tale Part Four: A Helping Hand International Ecommerce Workshop Roadshow, Oban

For further details on all of the above events please visit www.hie.co.uk/2014

REMEMBER REMEMBER THE 5TH OF NOVEMBER The spectacular annual Inverness Fireworks Display is one of the most popular events in the Highland capital and this year is being staged as part of the Homecoming Scotland 2014 programme on the evening of 5th November. The free event, which attracts more

than 10,000 visitors each year, features entertainment, one of the largest bonfires in the UK and an impressive fireworks display on the banks of the River Ness.

For more information visit www.invernessfestivals.com

THE ROYAL NATIONAL MOD – SEINN’S IN INVERNESS! More than 8,500 visitors from across Scotland, the UK, Canada and beyond descended on the Highland capital in October for a jam-packed programme of events during The Royal National Mod. It was the first time the event was hosted in Inverness in 17 years which saw

Image credit: Graham Hood Photography

more than 3,000 entrants compete in 200 competitions including traditional singing, Highland dancing, literature and music. The annual Gaelic festival of language, arts and culture is estimated to have brought in up to £3m to the local economy.

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November 2014

HOMECOMING SCOTLAND 2014 MTV EUROPE MUSIC AWARDS Scotland has welcomed the world this year to the Commonwealth Games and The Ryder Cup, and will do so once again with the MTV Europe Music Awards (EMA) in Glasgow on 9th November. The EMA is one of the biggest cultural events in the world and this year features on the Homecoming Scotland 2014 programme.

The music event, watched by over 700 million homes across the globe, is estimated to bring in £10m for Scotland. It marks the final major national Homecoming feature of 2014 and a year of spectacular events throughout the country.

FAMILY FIRM MAKING THE MOST OF 2014 Walkers Shortbread, a family firm based in Moray, has created some special occasion packaging to celebrate Scotland’s Year of Homecoming.

Homecoming Scotland has given businesses throughout the region the prime opportunity to showcase their products and reach new consumers in 2014.

Walkers Shortbread has utilised Homecoming 2014 by developing a number of products celebrating Scotland’s history. The Gleneagles Shortbread Assortment pictures the location for the 2014 Ryder Cup in the specially created carton.

Another pack celebrates the 700th anniversary of the Battle of Bannockburn, with Robert Bruce, King of Scots on the packaging.

Each product’s packaging also features a special Homecoming Scotland badge with the Saltire.

Sales of Walkers Shortbread homecoming products in the UK

have surpassed 500,000 (including catering snack packs).

Jim Walker from Walkers Shortbread said: “2014 was a successful year for Scotland and we were pleased to take advantage of the Homecoming initiative. Sales have been buoyant and visitor numbers appear to have been very good. The Ryder Cup was a great success, showcasing Scotland at its very best.”

Chris Taylor, HIE’s Head of Food and Drink, commented: “Scotland food and drink is iconic and in international markets shortbread and whisky are synonymous with Scotland. Walkers are to be congratulated on their product development for 2014, with the 2015 year of Food and Drink just launching, products across the Highlands and Islands are well positioned to further capitalise on these joint marketing opportunities.”

ANCIENT ANCESTOR CELEBRATIONS Homecoming Scotland 2014 has brought a number of major historic celebrations to the country including over 50 ancestral and clan events, which links those of Scots descent worldwide.

Caithness also celebrated its unique heritage with a year-long programme of events during The Year of Ancient Ancestors festival at Caithness Horizons Museum.

Genealogy is one of the fastest growing hobbies globally, dramatically increasing in popularity as access to online resources becomes more available. Research shows that ancestral tourists spend significantly more per day than the average tourist to Scotland, they stay longer, visit throughout the year and often to places that traditionally have little tourist trade.

Ancestral tourists from all countries are highly likely to make return visits to Scotland and to recommend Scotland as a destination to family and friends.

Audrey Maclennan, Senior Development Manager for Tourism at HIE, said: “With an increasing number of people interested in tracing their roots during the Year of Homecoming Scotland, ancestral tourism offers new and exciting commercial opportunities to businesses across the Highlands and Islands. At HIE we provide businesses with practical advice and support to capitalise on ancestral tourism opportunities and by tapping into market intelligence we can help businesses enhance the visitor experience”.

HEBRIDEAN HOMECOMING The Harris Tweed Hebrides Tattoo, a Hebridean Homecoming event, took place over two days on the island in August. The two day event featured 10 pipebands including the six-time world champion pipeband from Vancouver, a Grand Concert and a Carnival Day. The Tattoo ended in spectacular style with a firework display over Lews Castle Green.

Rachel Mackenzie, Area Manager at HIE said: “The Harris Tweed Hebrides Tattoo was a spectacular cultural showcase, attracting participants and spectators from across the globe to Lewis. The twoday event hosted a wide range of cultural entertainment and certainly gave a great flavour of the very best the Outer Hebrides has to offer.”

BRILLIANT MOMENTS RIGHT ON YOUR DOORSTEP Argyll and the Islands were at the heart of advertising for Visit Scotland’s Year of Homecoming 2014. The beautiful Isle of Islay featured in a TV advert demonstrating just how easy it is to attend one of over 1000 events across Scotland. The advert, which sees a couple taking a CalMac ferry to the island to enjoy the Islay Festival of Music and Malt, Scotland Welcomes the World 2014

a Homecoming Scotland 2014 funded event which celebrated its 30th year, was broadcast across Scotland, the north of England and Northern Ireland as part of a wider marketing campaign.

Caroline Packman, VisitScotland Homecoming Scotland Director, said: “The extensive programme of diverse events throughout 2014

has highlighted this enchanting part of the world to visitors and we were delighted and excited to include a couple of these – the Lochearnhead Highland Games and the Islay Music and Malt Festival - in our special Homecoming Scotland 2014 TV advert which was shown across the UK throughout the year.

We hope the heightened profile enjoyed by Scotland in 2014 will

translate into visitors for the future and encourage many more to discover the beauty of Argyll and the Isles.”

Watch the 30 second clip/TV advert here: www.youtube.com/ watch?v=jlGAbCb0YBU www.hie.co.uk

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November 2014

SHETLAND’S BEST YET FIDDLE FRENZY Fiddle Frenzy, Shetland’s annual week-long celebration of traditional musical culture, was this year supported by Homecoming Scotland and attracted international presence from Spain, Sweden, Austria, Holland and Norway. The week featured fiddle workshops,

evening concerts, island tours, and concluded with an impressive concert in Mareel, Shetland Arts Centre which is account managed

by HIE. Lynda Anderson, Programming Coordinator at Shetland Arts

said: “Fiddle Frenzy 2014 was an outstanding success. We were delighted to welcome our highest ever student number during the 11 years of Fiddle Frenzy, with over 100, who had travelled to Shetland from as far as Australia, America and Canada.

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Photo Credit: Shetland Arts

The Shetland fiddle culture is so close to the heart of islanders and it is a thrill to be able to share our traditions, community hospitality and beautiful landscapes of which we are so proud, with our very keen students who travel to Shetland for this event.

Fiddle player Alasdair Fraser, led more than 120 fiddlers and other musicians at a massive concert in the middle of the Skye Festival. Image: Fraser Concert, SEALL

A BUSY YEAR FOR WESTER ROSS TOURISM The Isle of Skye has offered a funfilled programme of events as part of Homecoming Scotland 2014.

Fèis An Eilein (The Skye Festival) returned in July and August and saw one of the busiest times on the Scotland Welcomes the World 2014

island. Over 84 different events took place in the Sleat peninsula and more than 2,000 people attended the events including exhibitions, walks, tours and traditional Scottish music.

Robert Muir, Area Manager at HIE, said: “The Year of Homecoming Scotland 2014 has seen many of our businesses reporting a very busy visitor season. The

programme of events throughout the year has been excellent at showcasing the very best Skye has to offer and undoubtedly attracted more visitors.”

www.hie.co.uk

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November 2014

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Orkney Nature Festival 2014 sea tour on MV Hamnavoe. Photo Credit: David Palmar

TRULY UNIQUE HOMECOMING EVENTS A highlight in the Homecoming Scotland programme this year was Orkney’s Nature Festival which included a wide range of wildlife focused events with lots of collaborations that linked wildlife and culture. The event included wildlife walks organised by Orkney Field Club, a tour of the Highland Park Distillery combined with a tour of the Hobbister Moorland, and a wildlife boat trip up Orkney’s west coast on the Hamnavoe ferry in collaboration with Northlink Ferries.

The week was a huge success and attracted around 970 participants over the nine days of the festival including lots of holiday makers and locals.

Scotland Welcomes the World 2014

Julian Branscombe, Project Officer at RSPB, leads a walk at Hobbister. Photo credit: David Palmar

Anne Bignall, Community Engagement Officer at RSPB said: “‘Working with the Highland Park Distillery and Northlink ferries enabled us to create two truly unique events within the 2014 Nature Festival programme - linking the islands wonderful wildlife with its industry and culture.” www.hie.co.uk