VisitScotland comes up with capital idea
Scotland's tourism agency has ditched its new name, visitscotland, because no one liked it.
The organisation, formerly known as the Scottish Tourist Board (STB), has introduced a capital V and S to the name, making it VisitScotland instead.
The lower-case version, which the STB originally said would "sit comfortably" with its Web site address, www.visitscotland.com, was found to be confusing.
A VisitScotland spokesman said: "We carried out extensive consumer research and found that people universally disliked the lower-case letters. They did not like the dotcom image."
When the STB announced in February that it wanted to change its name to visitscotland, the proposal was fiercely opposed.
Bill Anderson, of the Forum of Private Business in Scotland, said it was "a daft idea" (Caterer, 15 February, page 5).
After launching the name, the agency failed to introduce a new logo and continued to use STB-headed stationery.
It said it did so because it wanted to use up all its old STB-headed paper.
It plans to introduce its new logo within the next few weeks.
A spokeswoman said that the board would "certainly not" return to its old name, the Scottish Tourist Board.
by Louise Bozec
Source: Caterer & Hotelkeeper magazine, 2-8 August 2001
