The Gaelic Rings – Website
Brief: The Gaelic Rings l Cearcaill na Gàidhlig is a collaborative marketing initiative developed to promote Gaelic language and culture throughout the Hebridean islands and West Highland mainland. The proposition of The Gaelic Rings l Cearcaill na Gàidhlig is a series of round trips stretching from Islay in the south to Lewis in the north and the West Highland mainland from Kennacraig to Ullapool. The Rings are based on Caledonian MacBrayne’s Island Hopscotch® routes. We were briefed to create a brand look and feel for this exciting cultural project that could be applied to all elements of marketing communications, including a new website. All elements of the branding and its application are in English and Gaelic.
Creative: The creative concept developed focuses on the ring element of the brand proposition and we created a device that incorporates both the name and the round trips. We also selected a palette of colours for the rings and have applied these to the branding and to all the communication materials for the six journeys. Our creative for The Gaelic Rings l Cearcaill na Gàidhlig is featured on the website www.gaelic-rings.com and on literature, advertising, promotional point-of-sale, a DVD and internal and external signage. We also designed and produced a 150 page book containing the personal journey of six highly respected Scots from as they travelled on their chosen Ring. The website is highly informative and includes the six journeys together with information on the history of Gaelic and the Gaelic language. Website content is in English and Gaelic and The History of Gaelic and Gaelic Language sections are provided in a further 10 languages, including French, German, Spanish and Japanese. A photographic journey for each of the six Gaelic Rings routes, set to the music of Runrig, one of Scotland’s leading bands is also a key feature of the site.
Result: www.gaelic-rings.com continues to communicate to a global audience information on the richness of Scotland’s Gaelic language and culture. The website is also supported with stunning imagery and the map and travel information provides route options, mileages and contact information for journey planning.