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Business / NB Communication to continue managing the Shetland brand

DIGITAL marketing agency NB Communication has been awarded the lucrative Promote Shetland contract for a further five years until the end of March 2027.

The contract, which is worth less than £400,000 a year, requires NB Communication to “develop, manage and coordinate a promotional service for Shetland”.

The aim of the council-funded contract is to “build a strong place brand and positive reputation for Shetland as a place to live, work, study, visit and invest”.

The Shetland brand has recently been refreshed under the strapline Islands of Opportunity, promoting an online gateway for forward-looking industries and career opportunities in the isles, alongside more traditional tourism messages.

Chairman of the council’s development committee Alastair Cooper said the contract played an important role in promoting the islands and its industries.

“It’s vital that we continue to positively market Shetland, our distinct identity, and our high-quality products and services,” he said.

“To support the future economy of our islands, we must showcase Shetland as a destination to attract people to live, work, study, visit, and invest here.”

NB Communication chief executive David Nicol said that after two years of living with the pandemic it felt almost like a new beginning with lots of new development about to happen in the isles.

“There are lot of exciting things going to happen, looking ahead to this year we will hopefully be able to welcome plenty of tourists from elsewhere,” he said

“During the last two years we had plenty of Shetlanders exploring Shetland, and that was fantastic, but we were lacking people coming to see our islands. So we would like to see tourism getting back to the levels that we achieved in 2019 which was a record year.

“But the contract is very much not solely tourism. There is so much planned in Shetland: the Orion project, the space centre in Unst and the continued change in aquaculture and fisheries sector.

“Promote Shetland has a valuable role to play in trying to showcase the best of Shetland to the world, and to make people realise that we have got plenty of nature, wildlife, and scenery but have got also an exciting and dynamic economy and still a good sense of community.”