The Mid Argyll region of Scotland boasts a number of important natural and cultural sites, including Kilmartin Glen, Dunadd Fort and two National Nature Reserves.

1. Heart of Argyll Tourism Alliance
The Mid Argyll region of Scotland boasts a number of important natural and
cultural sites, including Kilmartin Glen, Dunadd Fort and two National Nature
Reserves. Despite the wealth of attractions, there was no marketing drive
to help individual businesses draw more visitors to the area. The Heart of
Argyll Tourism Alliance (HoATA), a legacy of the successful Dalriada Project,
was formed in 2010 to address that issue and has since gone on to enjoy
unprecedented success.
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2. Co-operative Development Scotland is the arm of Scottish
Enterprise working in partnership with Highlands and
Islands Enterprise that supports company growth through
collaborative and employee ownership business models.
For more information or advice, email info@cdscotland.co.uk
or call us on 0141 951 3055. Follow us on Twitter @cdscotland
Co-operative
Development Scotland
27 Causeyside Street
Paisley PA1 1UL
www.cdscotland.co.uk
Scottish Enterprise
Atrium Court
50 Waterloo Street
Glasgow G2 6HQ
www.scottish-enterprise.com
Carron Tobin, Heart of Argyll Tourism Alliance.
SE/4242/Apr15
www.heartofargyll.com
MAIN BUSINESS
Location marketing
NUMBER OF
MEMBERS
40
“There are so many benefits to being part of the consortium, from
networking in a rural area to sharing visitors – it just works so well.”
COLLABORATING FOR SUCCESS
By delivering a branding and marketing strategy
and engaging with local partners, HoATA has
boosted visitor numbers to the area and grown
trade to its member businesses. A new website
was created and the consortium launched a
presence on social media, helping it to reach
previously inaccessible audiences. HoATA
became a founding member of the Argyll and the
Isles Tourism Co-operative (AITC), an ambitious
marketing collaboration set up on behalf of the
smaller marketing groups in the region.
GETTING THERE
Business Gateway provided initial advice before
Carron Tobin, a founder member, made contact
with Co-operative Development Scotland (CDS).
CDS set out the options for a new collaborative
group and explained the benefits of a consortium
co-operative, which would allow members to
retain their individual businesses and brands.
CDS provided model documents and guided the
steering group through the various stages of
forming a co-operative.
CONSORTIUM MEMBERS
Over 100 people from industry, agencies and the
community engaged in a workshop programme
with a core group of businesses agreeing to
champion the formation of the Heart of Argyll
consortium. The local businesses, all from Mid
Argyll, include hospitality and accommodation
providers, marinas, activity groups, retailers,
artists and community organisations.
WHY WORK TOGETHER
Innovation has been fundamental to the success
of HoATA, with the group shortlisted as most
innovative co-operative by Co-operatives UK
in their Co-operative Awards 2013. This was in
large part due to heARTofARGYLL, a programme
which involved artists, a heritage attraction and
HoATA. Together they delivered a programme of
events and festivals over a two-year period. In
2012, HoATA secured the fifth-highest investment
for culture and tourism in the Year of Creative
Scotland – despite being only two years old.
BUSINESS BENEFITS
Small businesses have been able to engage in
events that showcase all the area has to offer,
with various collaborations emerging from within
the group. Members have been able to tap into
resources from both HoATA and AITC. They have
gained an online presence, featured in literature
and print material, and are regularly mentioned
on social media and in adverts. The two consortia
are setting up a new ‘business barometer’
which will measure annual trade of member
businesses and help to guide future activity.
HoATA members have also taken part in a
number of workshops, focusing on areas such as
social media for tourism and how to engage with
the Scottish Beaver Trial. With a new chairman
recently in place, the consortium is continually
looking for ways to drive more benefits to
members. It is also encouraging new businesses
to join by holding events themed around areas
including food and drink and marine tourism.
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