Place representation

• What is place marketing:

  • marketing companies employed by national and local govs to improve or create positive perceptions of a place > attract new investment, retail, tourism and residents
• What is rebranding?

  • how a place re-developed and marketing so that it gains a new identity > attract investment, retail, tourism and residents
  • involves re-imaging and regeneration
• What is re-imaging?

  • places may have negative pre-existing images > poor housing, high crime levels, social deprivation, env issues, industrial dereliction
  • disappearing a place from its previous image
• Lake District - adventure capital of the UK:

  • Very scenic
  • isolated but quiet image
  • young runner
  • displays personal journeys
  • lack of lakes and greenery but sunrise pastel tones
  • promoting fitness and health
  • mystical and adventure
  • calm, peaceful, freedom
  • muddy > rained
  • hilly landscape
• Visit Kendal > new website 2017:

  • old and historic cultural buildings
  • clear skies > not raining
  • greenery
  • castle in background
  • bold, clear font
• Michael Bottomley > Kendal sketchbooks:

  • very green
  • quiet, serene, peaceful
  • nature
  • colourful houses
  • town hall
  • relaxing emotive content
  • fells in background
  • stone wall > farming links
• Railway art 'railwayana' > LMS railways (1900s):

  • bright and green
  • promotes train line but shows it polluting natural env
  • bold
  • town nestled in fell valley
  • secluded and calm
• Railway art 'railwayana' > LNW railways (1900s):


  • Gateway emphasised
  • history of kendal in foreground by showing the castle
  • ominous foreboding atmosphere
  • lots of advertising
  • clear bridges
  • showcases natural landscape
  • wearing kendal green and coat of arms
• How does place representation and marketing illustrate Kendal compared to Census data:

  • no signs of deprivation
  • active, healthy > nearly 50% vv good health
  • positive wellbeing
• Kendal town centre revamp

  • £13.5 m from levelling up funds to transform Kendal
  • Regeneration of market hall, repurposing of Westmorland Shopping centre to create new campus for Kendal College
  • area is one of 55 nationally to get a share of £1bn gov funding
  • new travel route connecting River Kent to town centre
  • council leader of Kendal is Jonathan Brook