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 Basset Design will deliver the latest in 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.
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.”
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.
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