Loch Lomond Shores
principal involvement : Business Planning and Destination Marketing
Developing pre-launch and launch strategy for £60m attraction including the initial national and international destination marketing plan.
As Chief Executive of the Management Company of Loch Lomond Shores, my role was the take on the operation of this National Park based attraction following several years of development by Scottish Enterprise. A key challenge was to fine-tune the business model to maximise viability and develop a brand and platform for the future destination marketing strategy which would build awareness of the attraction locally, nationally and amongst overseas visitors.
project objectives :
- Develop start-up business plan
- Establish brand & destination marketing strategy
- Finalise visitor experience and operations
Finella is a very gifted marketeer. Her enthusiasm, energy and creativity are infectious for everyone who works with her. She made an outstanding contribution to the development of Loch Lomond Shores when I was Chairman and she was CEO of the Management Company.
Derek Reid, Chairman, Loch Lomond Shores Management Company