Loading...Site goals & audience
Compiled from the Site Goal setup interview for The Royal Dornoch Gondola Company. Authoritative — prefer this over generic assumptions when writing or building for this site.
Who this site is for
Holidaying tourists touring the Scottish Highlands looking for quirky, share-worthy stories; residents of Dornoch and the wider Sutherland area keen to know what on earth is being proposed above their glens; and golfers visiting Royal Dornoch Golf Club who might fancy a cable-car alternative to the A9. Secondary onlookers include bemused Highlanders, skeptical local councillors weighing planning implications, and anyone who has lost an afternoon behind a tractor between Inverness and Wick.
Primary goal
Grow audience and regular visitors to rdgc.co.uk over the next 90 days by chronicling the Royal Dornoch Gondola Company's journey from blueprint to (one day) ribbon-cutting — winning curious tourists, locals, and golfers as loyal followers of the saga.
Website type & positioning
Venture journal & public dispatch site for an aspirational Highland aerial transport project
90-day targets
Weekly publishing cadence sustained without gaps; steady week-over-week growth in unique visitors, returning readers, and email/RSS subscribers; rising engagement on dispatches covering route surveys (Tain–Dornoch–Brora), pylon siting musings, wind-loading studies, and community consultations; growing inbound interest from Highland tourism outlets and golf-travel press.
Content strategy
Publish one substantive dispatch per week documenting the venture's progress — feasibility notes, imagined timetables, hand-drawn route maps, councillor correspondence, sheep-displacement mitigation plans, and tongue-in-cheek progress reports. Anchor each post in a real Highland place (Tain, Edderton, Dornoch, Embo, Golspie, Brora) to build local SEO and resonance. Cross-pollinate with golf-tourism and Highland-travel angles to capture Royal Dornoch visitors. Maintain an earnest, in-universe tone throughout: this is a real company doing real work, thank you very much.
Industry & expertise
Transportation — aerial cableway / gondola transit — A proposed aerial gondola transport link running up the east Sutherland coast from Tain to Brora via Dornoch, offering an alternative to single-track roads, A9 tractor convoys, and the Dornoch Firth bridge. Positioned at the intersection of Highland public transport, tourism infrastructure, and golf-course connectivity.
