Edinburgh Castle Web Site Part of Brand Make-over
It might be surprising that Scotland's most visited, paying tourist attraction, with 1.2 million visitors a year, did not have its own web site up until last month.
But then as Edinburgh's must-see visitor attraction, venue for the hugely popular Edinburgh Tattoo, and probably the most photographed building in Edinburgh, Edinburgh Castle hasn't really had any trouble promoting itself.
However, Historic Scotland, the government agency that manages Edinburgh Castle, has now succumbed to the onward march of technology with the launch last month of a castle web site where visitors can book tickets in advance through an upgraded ticketing system. Historic Scotland also announced that it will be replacing the "unsightly" temporary ticket caravan with a fancy new ticket office and a new viewing terrace that capitalises on the castle's natural vantage point over the city.
"Our new systems mean that everyone coming to the Castle - whether in large tour parties, small groups or individually - will benefit by being able to gain speedier admission," said Kenny Crawford, Historic Scotland Head of Sales.
The upgrades, due to be completed by Easter 2008, are part of a £2.7 million project to improve the castle's visitor experience. As well as tickets sales, the web site also carries an interactive 3D model of the castle, and a timeline with capsule descriptions of important dates in the history of the castle.
Edinburgh Castle Logo
Historic Scotland operates 345 heritage properties in Scotland, 75 of which are paid-for visitor attractions like the castle.
As part of an image makeover, the organisation enrolled the support of Inverleith agency The Union and London-based consultancy Corporate Edge, an international destination branding specialist, to give the castle "a distinctive, stronger image."
The result, which included a "mighty lion on a rock" logo, was launched in October. The brand identity is being phased in on signage, vehicle livery and staff uniforms at the Castle.