Tsuko Charged With Rebranding Royal Edinburgh Military Tattoo For 21St

Thursday, 29 April 2010

Brand agency Tsuko has been appointed to rebrand the prestigious Royal Edinburgh Military Tattoo.


Promising to deliver "a modern twist on traditional heritage", central to the Tattoo's re-brand will be a reintroduction and reinvigoration of its traditional coat of arms.


The new branding, to be unveiled by Tsuko in May, is embracing every aspect of the Tattoo. The event website and all advertising and merchandise such as souvenir programme, DVDs, t-shirts and umbrellas will feature the new look, as will the entire event space, with Edinburgh Castle as its famous backdrop.


The rebrand will occur in what will be a pivotal year for the Tattoo. 2010 marks the event's Diamond Anniversary and the award  of a coveted 'Royal' title.


The original remit was to subtly evolve the traditional image of the Tattoo but following in-depth research into the unique worldwide appeal of the international event, the agency, led by managing director, Susanna Freedman, pitched an ambitious plan for a rebrand and is now leading the all-encompassing re-branding campaign for what is popularly described as the pinnacle of the annual Edinburgh International Festival.


Susanna Freedman, managing director for Tsuko, commented: "The Edinburgh Military Tattoo is one of the greatest shows on earth.  The conferring of its "Royal" title is a fantastic opportunity to review the event's success and explore fresh opportunities for this prestigious brand.  We at Tsuko are hugely excited about the challenges that lie ahead in building on the great sense of affection and exhilaration audiences associate with this spectacular event, and defining the tremendous attributes of the Royal Edinburgh Tattoo now, and for the future."

Tattoo Chief Executive & Producer, Major General Euan Loudon, said: "We are pleased to have Tsuko's creative talents onboard to rebrand the event in our Diamond Jubilee year, as we look forward to delighting and surprising visitors at this summer's special 6oth anniversary production."  Tsuko's approach promises to protect the status of the Tattoo as a national treasure while further broadening audience appeal. The excitement experienced by Tattoo audiences will be a central focus in Tsuko's rebranding.


The Tattoo, which will take place 6-28 August is renowned as Scotland's most treasured tourism highlight. Around 217,000 people attend the Tattoo annually. And every decade more than 1 billion people around the world tune in to watch the show on television.


Since the first Tattoo in 1950, more than 12 million people have joined the audience on the Edinburgh Castle esplanade. Each year, against the dramatic backdrop of Edinburgh Castle, it showcases the very best of music, dance and precision display from home and abroad. 


Notes to Editor:

Tsuko was established in 1998. It currently comprises 10 people from areas of creative expertise, including strategic marketing and brand consultancy, research and planning, advertising, design and digital media.
It is a brand agency, capable of creating, articulating, developing, promoting and building brands using appropriate disciplines to deliver on clients' business objectives.

The company is driven by its founder and Managing Director Susanna Freedman.
Tsuko has undertaken major brand, communications and campaign projects for an extensive client list including Land Securities, Institute of Chartered Accountants of Scotland (ICAS), Children 1st, The Ryder Cup, Investors in People, Red Bull, Stobo Castle Health Spa, SPT (Strathclyde Partnership for Transport), Victim Support, Visit Scotland and University of Edinburgh.