Visit Lancashire Branding
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Visit Lancashire Branding

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Visit Lancashire Branding Presentation Transcript

  • 1. Lancashire and Blackpool Tourist Board
    Tony Openshaw Director of Marketing
    A New Branding For Lancashire
  • 2. Positioning:
    The unique position in people’s minds
    that we seek to own
  • 3.
  • 4. The Brutal Truths – it is hard to find a brand territory
    Some are forgotten
    Some are fighting
    for the same territory
    Some stand alone
  • 5. Brand Scape
    Yorkshire
    Country Face
    North East
    City Face
    Midlands
    Faceless
    Lancashire
    Many Faces
  • 6. Emotional
    Rational
    Brand Scape – how regions position themselves
    Wales
    North East
    Yorks
    Somerset
    Devon
    The Lakes
    Cornwall
    Midlands
    Visit Scotland
  • 7. Positioning Regions
    Positioning:
    The unique position in people’s minds
    that we seek to own
    Focus on the visitor
    Ireland
    Rational
    Cornwall
    Emotional
    Devon
    North East
    Somerset
    The Lakes
    Midlands
    Wales
    Visit Scotland
    Yorks
    Focus on the region
  • 8. Positioning:
    The unique position in people’s minds
    that we seek to own
    Brutal Truth
    We must challenge people to re-appraise Lancashire
    We need a position that blends our unique assets plus an emotional reward for the visitor
  • 9. Brand Vision
    Positioning:
    The unique position in people’s minds
    that we seek to own
    Through its compelling contrast of country, coastline and cities, its fabulous food, genuine warmth that makes you feel special and an abundance of fun things to do together, Lancashire is;
    The Home of the Good Things in Life
    It differentiating values are:
    Big Wows & little wows – we celebrate the special little things that make a trip memorable and the huge unforgettable big things!
    Closeness – physically close and emotionally close, togetherness
    Realness - real food, real fun, no falseness, unpretentious
    Traditional Quality – everything done the proper way,
    Genuine Warmth – the essence of northerness
    Brand Essence: Your feel-good county
  • 10. Brand Architecture
    Positioning:
    The unique position in people’s minds
    that we seek to own
    Countryside
    Lancashire
    The Home of the Good Things in Life
    Coast
    Families
    Entertainment
    Food & Drink
    Heritage
    Blackpool
    Sport
  • 11. Positioning:
    The unique position in people’s minds
    that we seek to own
    Winning Themes
    Country Escapes
    Family Fun
    Coastal Contrasts
    Heritage Revealed
    What’s On
    Taste Lancashire
  • 12. No-one tries harder for customers
    Every Little Helps
    The card you use for things that matter
    Some things money can buy.For everything else there’sMastercard
    The home of the good
    things in life
    Lancashire – where life feels
    good
    Remember that positions are not strap lines
    Positioning:
    The unique position in people’s minds
    that we seek to own
  • 13. Our New Look Logo
  • 14. Why are Guidelines a Good Idea?
    Positioning:
    The unique position in people’s minds
    that we seek to own
    By creating and reinforcing a consistent ‘look’, ‘feel’ and ‘tone of voice’ everything that is produced online or in print will be instantly identified. This consistent approach will strengthen our brand and help it become recognised and trusted by the people we want to reach - our visitors.
    Visit Lancashire Website
  • 15. Creative Development
  • 16. Positioning:
    The unique position in people’s minds
    that we seek to own
  • 17. Positioning:
    The unique position in people’s minds
    that we seek to own
  • 18. Our Brand Themes
    Heritage RevealedFeel the pulse as it beats at the heart of the Industrial Revolution.Listen to the landscape as it whispers the secrets of the Pendle Witches.Walk in the footsteps of royalty and revolutionaries as you unlock the legends of Lancashire.
  • 19. Our Brand Themes
    Positioning:
    The unique position in people’s minds
    that we seek to own
    What’s OnHop, skip and jump into Lancashire’s action packed playground.Relax, sit back and enjoy the entertainment, experience and memories.Be entranced by the Illuminations, they light up more than just the sky.
  • 20. Our Brand Themes
    Positioning:
    The unique position in people’s minds
    that we seek to own
    Taste LancashireSample the unique taste of Lancashire on your culinary journey.Lancashire’s warm welcome will make you feel like you are dining amongst friends.Savour the flavours and aromas of Lancashire’s own hotpot.
  • 21. Colours
    We’ve developed an exciting palette of colours that have been specially chosen to reflect the varied experiences that can be enjoyed in Lancashire.
    Unlike other palettes that can be restricting, you can choose any colour that you think best reflects the mood or content of the message to be conveyed, or complements the selected theme or image.
    Positioning:
    The unique position in people’s minds
    that we seek to own
  • 22. Design Examples
    Positioning:
    The unique position in people’s minds
    that we seek to own
  • 23. Design Examples
  • 24.
  • 25. Product Record – ‘off brand’
    Example 1 – En-suite accommodation throughout, conference facilities and a large car park at the back of the hotel. The hotel is situated on the sea front, just a 5 minute walk from the town centre. Close to the promenade, shops and train station.
    Example 2 – A large comfortable establishment situated only 50yds from the promenade with facilities and entertainments. All of the bedrooms are en-suite, have a colour TV and central heating. On-site car parking is also available.
  • 26. Product Record – ‘on brand’
    Example 1 - This handsome Victorian house has been specially refurbished and is now Preston's only 5 star gold rated accommodation. The grand beds are covered with Egyptian cotton bedding and the luxurious toiletries make it worth staying in the tub for an extra 10 minutes. Freshly prepared breakfasts and home cooked evening meals in our comfortable dining room will make you feel completely relaxed.
    Example 2 - Elegantly furnished and beautifully appointed, these lovingly converted stone-built farm buildings are situated in The Forest of Bowland. In the summer you’ll want to make the most of the outdoor seating and barbecue whilst listening to the babbling brook. In the winter you could make your way to one of the local pubs and find a cosy spot next to a roaring fire, or you could stay in and curl up with a good book in front of our wood-burning stove.
  • 27. Branding Work - Conclusion
    New Photography Commissioned
    New branding approach started to be developed in latest campaigns and for 2010
    Branding Guidelines Produced