Lancashire and Blackpool Tourist Board<br />Tony Openshaw Director of Marketing<br />A New Branding For Lancashire <br />
Positioning: <br />The unique position in people’s minds <br />that we seek to own<br />
The Brutal Truths – it is hard to find a brand territory<br />Some are forgotten<br />Some are fighting <br />for the same...
Brand Scape<br />Yorkshire<br />Country Face<br />North East<br />City Face<br />Midlands<br />Faceless<br />Lancashire<br...
Emotional<br />Rational<br />Brand Scape – how regions position themselves<br />Wales<br />North East<br />Yorks<br />Some...
Positioning Regions<br />Positioning: <br />The unique position in people’s minds <br />that we seek to own<br />Focus on ...
Positioning: <br />The unique position in people’s minds <br />that we seek to own<br />Brutal Truth<br />We must challeng...
Brand Vision<br />Positioning: <br />The unique position in people’s minds <br />that we seek to own<br />Through its comp...
Brand Architecture<br />Positioning: <br />The unique position in people’s minds <br />that we seek to own<br />Countrysid...
Positioning: <br />The unique position in people’s minds <br />that we seek to own<br />Winning Themes<br />Country Escape...
No-one tries harder for customers<br />Every Little Helps<br />The card you use for things that matter<br />Some things mo...
Our New Look Logo<br />
Why are Guidelines a Good Idea?<br />Positioning: <br />The unique position in people’s minds <br />that we seek to own<br...
Creative Development<br />
Positioning: <br />The unique position in people’s minds <br />that we seek to own<br />
Positioning: <br />The unique position in people’s minds <br />that we seek to own<br />
Our Brand Themes<br />	Heritage RevealedFeel the pulse as it beats at the heart of the Industrial Revolution.Listen to the...
Our Brand Themes<br />Positioning: <br />The unique position in people’s minds <br />that we seek to own<br />	What’s OnHo...
Our Brand Themes<br />Positioning: <br />The unique position in people’s minds <br />that we seek to own<br />	Taste Lanca...
Colours<br />We’ve developed an exciting palette of colours that have been specially chosen to reflect the varied experien...
Design Examples<br />Positioning: <br />The unique position in people’s minds <br />that we seek to own<br />
Design Examples<br />
Product Record – ‘off brand’<br />Example 1 – En-suite accommodation throughout, conference facilities and a large car par...
Product Record – ‘on brand’<br />Example 1 - This handsome Victorian house has been specially refurbished and is now Prest...
Branding Work - Conclusion<br />New Photography Commissioned<br />New branding approach started to be developed in latest ...
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Visit Lancashire Branding

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Transcript of "Visit Lancashire Branding"

  1. 1. Lancashire and Blackpool Tourist Board<br />Tony Openshaw Director of Marketing<br />A New Branding For Lancashire <br />
  2. 2. Positioning: <br />The unique position in people’s minds <br />that we seek to own<br />
  3. 3.
  4. 4. The Brutal Truths – it is hard to find a brand territory<br />Some are forgotten<br />Some are fighting <br />for the same territory<br />Some stand alone<br />
  5. 5. Brand Scape<br />Yorkshire<br />Country Face<br />North East<br />City Face<br />Midlands<br />Faceless<br />Lancashire<br />Many Faces<br />
  6. 6. Emotional<br />Rational<br />Brand Scape – how regions position themselves<br />Wales<br />North East<br />Yorks<br />Somerset<br />Devon<br />The Lakes<br />Cornwall<br />Midlands<br />Visit Scotland<br />
  7. 7. Positioning Regions<br />Positioning: <br />The unique position in people’s minds <br />that we seek to own<br />Focus on the visitor<br />Ireland<br />Rational<br />Cornwall<br />Emotional<br />Devon<br />North East<br />Somerset<br />The Lakes<br />Midlands<br />Wales<br />Visit Scotland<br />Yorks<br />Focus on the region<br />
  8. 8. Positioning: <br />The unique position in people’s minds <br />that we seek to own<br />Brutal Truth<br />We must challenge people to re-appraise Lancashire<br />We need a position that blends our unique assets plus an emotional reward for the visitor<br />
  9. 9. Brand Vision<br />Positioning: <br />The unique position in people’s minds <br />that we seek to own<br />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; <br />The Home of the Good Things in Life<br />It differentiating values are:<br />Big Wows & little wows – we celebrate the special little things that make a trip memorable and the huge unforgettable big things!<br />Closeness – physically close and emotionally close, togetherness<br />Realness - real food, real fun, no falseness, unpretentious<br />Traditional Quality – everything done the proper way,<br />Genuine Warmth – the essence of northerness<br />Brand Essence: Your feel-good county<br />
  10. 10. Brand Architecture<br />Positioning: <br />The unique position in people’s minds <br />that we seek to own<br />Countryside<br />Lancashire<br />The Home of the Good Things in Life<br />Coast<br /> Families<br />Entertainment<br />Food & Drink<br />Heritage<br />Blackpool<br />Sport<br />
  11. 11. Positioning: <br />The unique position in people’s minds <br />that we seek to own<br />Winning Themes<br />Country Escapes<br />Family Fun<br />Coastal Contrasts<br />Heritage Revealed<br />What’s On<br />Taste Lancashire<br />
  12. 12. No-one tries harder for customers<br />Every Little Helps<br />The card you use for things that matter<br />Some things money can buy.For everything else there’sMastercard<br />The home of the good <br />things in life<br />Lancashire – where life feels<br />good<br />Remember that positions are not strap lines<br />Positioning: <br />The unique position in people’s minds <br />that we seek to own<br />
  13. 13. Our New Look Logo<br />
  14. 14. Why are Guidelines a Good Idea?<br />Positioning: <br />The unique position in people’s minds <br />that we seek to own<br />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. <br />Visit Lancashire Website<br />
  15. 15. Creative Development<br />
  16. 16. Positioning: <br />The unique position in people’s minds <br />that we seek to own<br />
  17. 17. Positioning: <br />The unique position in people’s minds <br />that we seek to own<br />
  18. 18. Our Brand Themes<br /> 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.<br />
  19. 19. Our Brand Themes<br />Positioning: <br />The unique position in people’s minds <br />that we seek to own<br /> 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.<br />
  20. 20. Our Brand Themes<br />Positioning: <br />The unique position in people’s minds <br />that we seek to own<br /> 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.<br />
  21. 21. Colours<br />We’ve developed an exciting palette of colours that have been specially chosen to reflect the varied experiences that can be enjoyed in Lancashire. <br />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.<br />Positioning: <br />The unique position in people’s minds <br />that we seek to own<br />
  22. 22. Design Examples<br />Positioning: <br />The unique position in people’s minds <br />that we seek to own<br />
  23. 23. Design Examples<br />
  24. 24.
  25. 25. Product Record – ‘off brand’<br />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.<br />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.<br />
  26. 26. Product Record – ‘on brand’<br />Example 1 - This handsome Victorian house has been specially refurbished and is now Preston&apos;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. <br />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.<br />
  27. 27. Branding Work - Conclusion<br />New Photography Commissioned<br />New branding approach started to be developed in latest campaigns and for 2010<br />Branding Guidelines Produced <br />
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