rebranding can help remove any negative image people may have for it
reimaging is when agencies enhance or change the image of a place when marketing to audiences
4 key strategies used for rural rebranding?
changing image of a place
localdistinctiveness - what makes an area unique e.g. Cornish Pasties
farm diversification - setting up of new non-agricultural enterprises to increase farm increase farm income e.g. Paintballing in Lower Drayton Farm
heritage tourism - visiting historical sites that may include famous figures in history or railroads
a case study for changing the image of a place is the Lake District
before 18th century it was viewed as wild and inhospitable place, opinion was changed by poets like Wordsworth - became fashionable to admire landscape
a case study for heritage tourism is much Wenlock
the birth place of the modern Olympics, area uses this to their advantage and allows tourists to go on designated walks around town
for adults its known as Wenlock Olympian society and children, Olympian TrailChallenge with observational puzzles along the trail
deindustrialised cities need rebranding to increase attraction of a place and build on their industrial heritage e.g. Glasgow rebranding
Glasgow - urban rebranding
in 1990s suffered with image problem as economic difficulties from deindustrialisation left people in substandard housing and suffering from poor health
in 2004, Glasgow launched 'Scotland with Style', aimed to promote the city as diverse, modern and forward looking
they spent £1.5 million on online and print advertisements, which it hoped will attract £42 million in investment and in first two years alone achieved £23 million