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Boreland

Rebrand, website, tech and marketing for a hospitality business in the Scottish Highlands.

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Whether you’re looking for an adventure or a retreat, a get-together or a getaway, Boreland is your ideal destination.

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The strategists positioned Boreland as a place to make memories that last, whether that’s with your friends, the love of your life or your team.

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The strapline speaks to the first-class customer service, unbeatable settings and tailored packages the team had on offer – in four simple words.

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At the top level, Boreland’s revenue has increased +180% year on year.

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Boreland is now one of Scotland’s most popular wedding venues, with an ever-growing customer base of families, groups, couples and corporates.

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Whether you’re looking for an adventure or a retreat, a get-together or a getaway, Boreland is your ideal destination.

Image
Image
Image

The strategists positioned Boreland as a place to make memories that last, whether that’s with your friends, the love of your life or your team.

Image
Image
Image

The strapline speaks to the first-class customer service, unbeatable settings and tailored packages the team had on offer – in four simple words.

Image
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Image
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At the top level, Boreland’s revenue has increased +180% year on year.

Image
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Boreland is now one of Scotland’s most popular wedding venues, with an ever-growing customer base of families, groups, couples and corporates.

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Boreland Whether you’re looking for an adventure or a retreat, a get-together or a getaway, Boreland Loch Tay is your ideal destination. When we first met them, this homegrown Scottish business was looking for new ways to evolve beyond its core stag/hen party offering. In the wake of the COVID-19 pandemic, restricted travel and the resurgence of staycations, we saw an opportunity to broaden their appeal — to develop a new model and brand that could encompass all kinds of bookings, from weddings, couples and families to corporate events and away days. To make this work, we needed to find balance, not just between the market segments, but between what people wanted from their stay: wilderness vs relaxation; adventure vs down-time; celebrations vs retreats. The strategists decided to position Boreland as a place to make memories that last, whether that’s with your friends, the love of your life or your team. This, along with the freedom to make it your own, is what really differentiates Boreland from its competitors. The resulting brand identity is classic, bold and flexible. Using modular components and a versatile colour palette, the visual language brings a consistent frame to all of Boreland’s experiences and activities. Inspired by the notion of guests being taken on a journey of discovery (to relaxation or something more wild) the brand design is reminiscent of trail paths and signage, as well as giving a nod to the Celtic heritage of the team. The alphabet of nautical flags, for instance, spells words, titles and locations, offering an easter egg trail for eagle-eyed viewers to follow. When it came to messaging, the copywriters kept Boreland’s uncomplicated, authentic and real. The strapline, Good times made easy, speaks to the first-class customer service, unbeatable settings and tailored packages the team had on offer – in four simple words. For each audience, niche propositions were also developed, giving the Boreland team a script and narrative for every type of customer. The website brought together all of this work, comprising a bespoke Outfly-developed booking engine and multiple user flows optimised to each type of customer. Outfly’s marketing team has worked closely with Boreland ever since, strategising, creating and running a portfolio of campaigns that delivered on the Scottish retreat’s ambitions to expand their customer base and increase revenue. Paid digital campaigns on Meta and Google have led the charge, bringing hundreds of thousands of website visits, doubling the volume of direct bookings and tripling the volume of enquiries. Organic social is also playing a big role, with Boreland’s TikTok, Instagram, Facebook and LinkedIn channels now a market leader for followers and engagement among similar businesses in the Highlands. The marketers also helped Boreland by configuring and managing a marketing and sales CRM, enabling the venue to convert more leads, provide a better service to customers, and drive more repeat custom. At the top level, Boreland’s revenue has increased +180% year on year. Having previously been known as a unique and affordable option for a stag party, Boreland is now one of Scotland’s most popular wedding venues, with an ever-growing customer base of families, groups, couples and corporates. And we’re not done yet. We believe this business still has incredible untapped potential: new accommodation, new experiences, new locations… Watch this space!
client Boreland
Type Strategy | Brand | Design | Communications | Marketing
year 2020
 
Boreland Whether you’re looking for an adventure or a retreat, a get-together or a getaway, Boreland Loch Tay is your ideal destination. When we first met them, this homegrown Scottish business was looking for new ways to evolve beyond its core stag/hen party offering. In the wake of the COVID-19 pandemic, restricted travel and the resurgence of staycations, we saw an opportunity to broaden their appeal — to develop a new model and brand that could encompass all kinds of bookings, from weddings, couples and families to corporate events and away days. To make this work, we needed to find balance, not just between the market segments, but between what people wanted from their stay: wilderness vs relaxation; adventure vs down-time; celebrations vs retreats. The strategists decided to position Boreland as a place to make memories that last, whether that’s with your friends, the love of your life or your team. This, along with the freedom to make it your own, is what really differentiates Boreland from its competitors. The resulting brand identity is classic, bold and flexible. Using modular components and a versatile colour palette, the visual language brings a consistent frame to all of Boreland’s experiences and activities. Inspired by the notion of guests being taken on a journey of discovery (to relaxation or something more wild) the brand design is reminiscent of trail paths and signage, as well as giving a nod to the Celtic heritage of the team. The alphabet of nautical flags, for instance, spells words, titles and locations, offering an easter egg trail for eagle-eyed viewers to follow. When it came to messaging, the copywriters kept Boreland’s uncomplicated, authentic and real. The strapline, Good times made easy, speaks to the first-class customer service, unbeatable settings and tailored packages the team had on offer – in four simple words. For each audience, niche propositions were also developed, giving the Boreland team a script and narrative for every type of customer. The website brought together all of this work, comprising a bespoke Outfly-developed booking engine and multiple user flows optimised to each type of customer. Outfly’s marketing team has worked closely with Boreland ever since, strategising, creating and running a portfolio of campaigns that delivered on the Scottish retreat’s ambitions to expand their customer base and increase revenue. Paid digital campaigns on Meta and Google have led the charge, bringing hundreds of thousands of website visits, doubling the volume of direct bookings and tripling the volume of enquiries. Organic social is also playing a big role, with Boreland’s TikTok, Instagram, Facebook and LinkedIn channels now a market leader for followers and engagement among similar businesses in the Highlands. The marketers also helped Boreland by configuring and managing a marketing and sales CRM, enabling the venue to convert more leads, provide a better service to customers, and drive more repeat custom. At the top level, Boreland’s revenue has increased +180% year on year. Having previously been known as a unique and affordable option for a stag party, Boreland is now one of Scotland’s most popular wedding venues, with an ever-growing customer base of families, groups, couples and corporates. And we’re not done yet. We believe this business still has incredible untapped potential: new accommodation, new experiences, new locations… Watch this space!
client Boreland
Type Strategy | Brand | Design | Communications | Marketing
year 2020

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