Islay – the whisky isle
Islay [pronounced eyelah] is one of the five Scottish protected whisky localities; it is located off the west coast of Scotland and is one of the southernmost islands of the inner Hebridean Islands. There is a regular modern car ferry that connects the island with the Scottish mainland – in recent years whisky lovers from around the world have made whisky pilgrimages to Islay.
The whisky of Islay is characterised by a smokey peat flavour which is infused during the distillation process. The island is relatively small and all the distilleries will be visted; they are Ardberg, Bowmore, Bruichladdich, Bunnahabhain, Cao Ila, Kilchoman, Lagavulin, Laphroaig.
However, meetings were scheduled with Bruichladdich and Kilchoman as both organisations are great exemplars of marketing.
Task: Although Islay is relatively unknown as a tourist destination it is rather unique – as many people return on a regular basis – if you were a manager of a tourist destination how would you manage the aggregate product to create loyal tourists who generated word of mouth but returned time and time again.