Rebranding of Industrial Powerhouse -


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Presentation on the Industrial Powerhouse project and its developments. By Lisa Houghton.

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  • Good afternoon Just want to give you a quick 5 minutes on the Industrial Powerhouse project and its exciting developments. Key bullet points
  • This is the website which is the main vehicle to promote the products. We used a number of themes to tell the story including of Fashion, Power, transport, but as we have learned from research this does not work alone. In summer of 09 was refined to integrate DMS listings so all IP attractions and events are automatically pulled into the site
  • Just some examples of our creative
  • Last year there were some developments for the project Key bullets
  • One of the key findings from the research was that we can’t work in isolation of other tourism marketing campaigns, we are stronger working together so we work on lots of partnership campaigns – you may have seen some of these. The ERDF funding bridged the gap in some partner plans so we were able to enhance the campaign and reach a wider audience and we were able to use the strength of those campaigns as a vehicle for promoting the wider IP message
  • One other recommendation of the research was to change our name as the current name didn’t really work for us and wasn’t going to be effective in helping deliver our outputs So we procured a creative agency and after a period of development and consumer research they came up with a new position and a new name
  • So we’ve updated the website with our new look which we hope is more consumer friendly and engaging but we also have new features so we can push key attractions and key events out to the home page making it easier for the consumer to find out what’s on in the region
  • We also have new creative which we hope is more enticing, establishes a destination and motivates a visit, although it is a regional project we don’t have to go with NW message all the time we can be more specific than just the NW
  • We are now working hard to get this new name out there, we want Modern History to be an under pinning message wherever possible in tourist board and individual attractions marketing so it becomes a valuable resource for consumers and if they enjoy a day out at one venue when they are planning their next, they can be assured of a similar experience. We are developing a full brand toolkit for everyone to use, when developing the logo we did speak with some attractions so by involving them in eh development we ensure we created something you could use. We are developing posters and window clings which we hope venues can use in their entrance areas. We are also developing a piece of literature to signpost to key venues in the region. We will also be doing some online and offline marketing to generate interest around Modern History so that the consumer is approached two ways both when they are making visits and when they are planning their visits. The last thing I wanted to say was that we are a marketing programme and without your venues to market we haven’t really anything to say so we need your stories, your news so please, please send stuff to us and we can promote it. Handouts and business cards
  • Rebranding of Industrial Powerhouse -

    1. 1. <ul><li>Developed in 2004 as a result of the Regional Tourism Strategy to promote industrial heritage </li></ul><ul><li>Originally developed as a Manchester slipstream brand </li></ul><ul><li>Extended into regional project to include all sub regional tourist boards </li></ul><ul><li>Hub website of over 90 attractions, also includes places to stay, key events and walking trails </li></ul>
    2. 2. Website
    3. 3. Creative Treatments
    4. 4. Developments <ul><li>ERDF funding injection £800k plus match commitment of the same </li></ul><ul><li>£1.6m spend on promoting the region’s industrial heritage to March 2012 </li></ul><ul><li>Key outputs </li></ul><ul><ul><li>Day visits </li></ul></ul><ul><ul><li>Overnight visits </li></ul></ul><ul><ul><li>Economic impact of tourism spend </li></ul></ul><ul><li>Research </li></ul>
    5. 5. Partner Activity
    6. 6. <ul><li>Our positioning </li></ul><ul><li>Where every visit tells a story </li></ul><ul><li>Our new brand </li></ul>
    7. 9. Next Steps <ul><li>Roll out of the brand </li></ul><ul><ul><li>Toolkit </li></ul></ul><ul><ul><li>Posters </li></ul></ul><ul><ul><li>Literature </li></ul></ul><ul><li>What we need from you </li></ul><ul><ul><li>Stories </li></ul></ul><ul><ul><li>Trivia </li></ul></ul><ul><ul><li>News </li></ul></ul>