The Tattoo reveals a refreshed brand approach ahead of the Show’s return with senior hires, new creative direction, and increased investment.
The Royal Edinburgh Military Tattoo has unveiled a bold and exciting new brand proposition as it prepares to return bigger and better than ever before.
Under a new brand ethos, Performance in a New Light, the Tattoo signals its commitment to delivering the best entertainment experience and its brand vision going forward.
Performance in a New Light encapsulates changes the Tattoo has undertaken over several months of planning and preparation, and includes the introduction of a new ticketing system, fresh membership packages and increased investment into creative elements of the Show, including new lighting, projection and staging.
The new ticket platform, in partnership with SecuTix, will include mobile ticketing for the first time and a new digital view finder that allows guests to choose their seats with a virtual, 360-degree panoramic view of the iconic Edinburgh Castle Esplanade.
Similarly, a new agreement with Woodroffe Bassett Design will deliver the latest in cutting edge lighting design and bring a fresh feel to the Tattoo performance, allowing newly appointed Creative Director Michael Braithwaite to produce a more emotionally charged performance than ever before.
Audiences will also have access to a range of new membership packages, designed to enable fans to keep up to date with the Tattoo through exclusive content and access all year round – including an early bird booking window, retail offers and members only events.
To support the new brand direction, the Tattoo has appointed several senior managers and new Board Members. Chief Executive Buster Howes and Creative Director Michael Braithwaite are joined by Jason Barrett, who takes on the role of Chief Operating Officer, while Andrew Kerr OBE, Chief Executive of the City of Edinburgh Council, Tricia Bey, founder of Barwheys Dairy, Chris Edmonds, Chair and UK Executive Vice President of Ticketmaster and Lee Roberts, Managing Director of Canvas Partnerships, join the Board.
Chief Executive, Buster Howes, said: “Performance in a New Light marks a new era for The Royal Edinburgh Military Tattoo, and I greatly look forward to the hard work of the past many months finally finding tangible and musical expression in the Show in 2022.
“We have, whilst the Esplanade has been dark, set out to reinvigorate who and what we are, and to develop a fresh, bold and dynamic brand that will deliver an even more thrilling event for our audiences.
“Whilst preserving that which makes the Tattoo iconic and unique, we will be increasingly innovative with the Show; we are investing more in its production and have recruited new Board members and world-class appointments to our Management team to imaginatively enable these exciting developments.”
Chairman, Peter Lederer, said: “This is a bold, refreshed approach for the Tattoo as we all look ahead to the Show’s return next summer.
“I’m very proud of the resilience and creativity shown by the whole team as we bounce back from the challenges of the Pandemic and help to play our part in the recovery of the wider live events industry.
“The increased investment in production, and enhancements to both the senior team and the Board, underpin an increasingly innovative and creative ethos, which will surely find expression in a Show to surprise and delight both established and new audiences in 2022 and beyond.”
While the annual Show will continue to have distinct themes, the Tattoo brand will focus on delivering Performance in a New Light year on year as part of its new, long-term vision.
More information on the membership packages can be found here: edintattoo.co.uk/membership
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