This group was established in 2004, as the result of a VisitScotland initiative, to promote the £2.5 billion Country Sporting industry that exists in Scotland. Research was conducted via a survey publication to estates and landowners to ascertain the sporting activity that currently existed.
As the design consultant, Arc Visual Communications examined the current emotions relating to Country Sports, considered the existing users and provided a strategy which promoted the sporting activities to new target markets. Education and the environment were key strategies to promote a new vision for the sector, and whilst it was identified there was a reluctance and arrogance towards the promotion of new markets, through design practice Arc Visual we enhanced the existing visual language, whilst also embracing new techniques to attract a younger age group.
Ethically, this client was interesting as there is worldwide condemnation of blood sports. Research, however highlighted the fact that our Scottish landscape, as we know it, would not exist, as 76% of the land is managed for the country sporting activity.
This in turn controls the ecosystem that exists within our natural environment, necessary to retain some species, and conservation activity is crucial to the management of country sports.