Visit Lancashire Branding
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Visit Lancashire Branding

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    Visit Lancashire Branding Visit Lancashire Branding Presentation Transcript

    • Lancashire and Blackpool Tourist Board
      Tony Openshaw Director of Marketing
      A New Branding For Lancashire
    • Positioning:
      The unique position in people’s minds
      that we seek to own
    • The Brutal Truths – it is hard to find a brand territory
      Some are forgotten
      Some are fighting
      for the same territory
      Some stand alone
    • Brand Scape
      Yorkshire
      Country Face
      North East
      City Face
      Midlands
      Faceless
      Lancashire
      Many Faces
    • Emotional
      Rational
      Brand Scape – how regions position themselves
      Wales
      North East
      Yorks
      Somerset
      Devon
      The Lakes
      Cornwall
      Midlands
      Visit Scotland
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • Our New Look Logo
    • 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
    • Creative Development
    • Positioning:
      The unique position in people’s minds
      that we seek to own
    • Positioning:
      The unique position in people’s minds
      that we seek to own
    • 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.
    • 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.
    • 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.
    • 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
    • Design Examples
      Positioning:
      The unique position in people’s minds
      that we seek to own
    • Design Examples
    • 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.
    • 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.
    • Branding Work - Conclusion
      New Photography Commissioned
      New branding approach started to be developed in latest campaigns and for 2010
      Branding Guidelines Produced