rebranding places

• 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