Full-service creative agency Holdens has partnered with York-based leisure group Continuum Attractions to deliver a rebrand for the Loch Ness Monster, or at least the visitor attraction located at the fabled creature’s Scottish home.
The rebrand and new website comes as Continuum signs a new long-term lease to take over the attraction, investing £1.5 million into refurbishment.
The Manchester agency has created a new brand for the iconic Loch Ness Centre, encompassing brand identity, positioning and comprehensive guidelines, which is now being rolled out across a new e-commerce website set to launch in February.
Home to the original Loch Ness Project, a scientific investigation that began more than 40 years ago, the new Loch Ness Centre tour will engage, entertain and inform guests, focusing on telling the globally renowned story behind the legend of Loch Ness. It will explore the myths, alongside the scientific research, that has turned Nessie into one of Scotland’s most famous brand icons.
Continuum has taken over management of the Loch Ness Centre following 40 years under family control and is transforming it into a world-class visitor attraction that will reopen in Spring.
Alex Caley, group marketing strategist at Continuum Attractions, said: “This is a really exciting project for us and one that we wanted to approach sensitively, making sure we retain the essence of what the original Loch Ness Centre and Exhibition has created and built up over the years, while also breathing a new lease of life into the attraction itself and the brand. The new brand and website will ensure we are in best position when we re-launch in Spring, to appeal to and engage with visitors from across the globe.”
Ted Holden, managing director at Holdens, added: “It’s been an absolute privilege delivering the new brand and website for the Loch Ness Centre, an iconic visitor attraction dedicated to a legend known all around the world. Our team really relished the challenge of reinterpreting what the Loch Ness Centre stands for in 2023 and its renewed focus on real stories and real people.”
