The Duke of Rothesay, as The Prince of Wales is known in Scotland, launched the North Highland Initiative (NHI) in August 2005 to promote and develop the economy and to support the rural communities of the North Highlands. NHI was formed as a direct result of The Duke's involvement in bringing together the farming community, local businesses, and the tourism industry to try to address some of the challenges facing rural communities in the far north of Scotland by creating a powerful regional identity for the area through marketing.