Cornwall

• why was rebranding needed

  -limited transport links to London and other areas

  -experience a brain drain

  -lower wages, had the lowest weekly wages in Britain £329.30 in 2005 which as 25% below avg

  -lack of local services

  -deindustrialisation caused a decline in agriculture

  -in 2004 Southwest Film Studios which employed over 200 people went bankrupt
• how did they rebrand themselves

  -intro of extreme water sports (e.g Watergate Bay Hotel employs over 50 people and has a nearby surf school)

  -Uni of Exeter and Falmouth combined to attract graduates and reduce brain drain effect

  -investment into arts and culture (e.g Tate st Ives 1993)

  -farmers have diversified income by embracing tourism and adopting eco approaches (e.g Lobb's Farm which generated over £600,000 in additional sales over 3 years plus provided 14 new full time jobs
• when was the Eden Project built and where

  march 2001 on a brownfield site that was previously a china clay quarry
• how many visitors did the Eden Project have in the first year

  9 million
• what were the costs and benefits of the Eden Project

  costs:

  -large amounts of traffic congestion

  -high rates of air pollution because of this

  -has an exremely high carbon footprint

  -houses wind turbines which NIMBY object to

  benefits:

  -each visitor spends around £150 here and in the local area

  -employs 400 full time staff

  -in 2008 80% of local businesses said it had helped their business
• who were the players in Cornwall's rebranding

  EU:

  -initiated Objective One which has helped to boost he economy and increase available opportunities

  -granted funding to areas with a GDP lower then the UK avg.

  National Lottery Funding

  Private Individuals:

  -Rick Stein opened up a fish restaurant

  -The Southwest Development strategy uses the government's money to stimulate and regenerate the economy

  Business interests:

  -Cornwall Tourist Board promotes tourisms strategies

  -Cornwall Farmers Ltd are a country wide rural goods retailer

  -BT supplies super fast broadband
• has the rebranding been successful

  seems to have been yes as the economic growth rate has increased to 5.8% (UK is 5.4%)