rebranding places

Cards (6)

  • 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
    • local distinctiveness - 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 Trail Challenge 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