CIM Presentation: Changing the Lancashire Brandscape


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A consistent approach will strengthen the brand and help it become recognised and trusted by the people we want to reach - our visitors.

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CIM Presentation: Changing the Lancashire Brandscape

  1. 1. Lancashire – Changing the Brandscape Thursday 10 February 2011 Mike Wilkinson &Tony Openshaw Lancashire and Blackpool Tourist Board
  2. 2. own
  3. 4. <ul><li>Objectives: </li></ul><ul><li>Develop a clear positioning for Lancashire </li></ul><ul><li>Define the desired brand architecture for Lancashire </li></ul><ul><li>Take account of the emerging brand vision for Blackpool </li></ul>Brand Strategy
  4. 5. <ul><li>Process: </li></ul><ul><li>From March 2008 to September 2009 </li></ul><ul><li>Extensive consultation with partners, stakeholders and potential visitors </li></ul><ul><li>Brand strategy brand guidelines brand development plan </li></ul>Brand Strategy
  5. 6. What the Brand has to do for us <ul><li>Attract short break visitors who have never been but are open to persuasion </li></ul><ul><li>Encourage people in the North West and from beyond to experience Lancashire </li></ul><ul><li>Attract the specific spend from visitors who have been attracted to the area by others </li></ul><ul><li>Create a positive image of the area to attract investment and support the visitor economy </li></ul>
  6. 7. Positioning Values Personality
  7. 8. Positioning: The unique position in people’s minds that we seek to own
  8. 10. The Interstate Department Store went bankrupt but decided to focus and reposition
  9. 11. Values: The fundamental beliefs that underpin the way a brand acts and behaves
  10. 12. Just like people, all brands have a personality. Personality is the concept to bring life to a brand – to manage ‘identity’ and ‘image’ to create likeability. Personality
  11. 13. House of Brands Endorsed Brands Sub Brands Branded House Least Connected P&G: Head and Shoulders, Pantene, Tide Courtyard by Marriott Obsession by Calvin Klein Sony Walkman, Intel Pentium Virgin Megastores, VirginTrains Virgin airlines, Virgin Radio, Virgin Music Most Connected Brand Architecture
  12. 15. The New Era of Branding ‘ A brand is a living entity and is enriched or undermined cumulatively over time, the product of a thousand small gestures’ Michael Eisner Brand Alignment
  13. 16. The Branding Approach Scope Explore Structure Create
  14. 17. The Brutal Truths – it is hard to find a brand territory Some are forgotten Some are fighting for the same territory Some stand alone
  15. 18. Brand Scape Yorkshire Country Face North East City Face Midlands Faceless Lancashire Many Faces
  16. 19. Brand Scape – how regions position themselves Wales North East Devon Cornwall Yorkshire Somerset The Lakes Midlands Visit Scotland Rational Emotional
  17. 20. Brand Scape - Positioning Regions Rational Emotional Yorkshire North East Somerset The Lakes Midlands Visit Scotland Cornwall Focus on the region Focus on the visitor Wales Devon Ireland
  18. 21. What other areas are saying about themselves <ul><li>East Midlands: </li></ul><ul><li>Home to a population of 4.4 million and covers an area of 15,008 square kilometres. </li></ul><ul><li>A favourite with filmmakers and has featured in films including The Dambusters, Pride and Prejudice and The Da Vinci Code. </li></ul><ul><li>Home to the UK’s first National Park – the Peak District in Derbyshire. </li></ul><ul><li>Steeped in sporting history including Silverstone race track, Trent Bridge cricket ground, Leicester Tigers rugby union club and Notts County FC – the World’s oldest football league club. </li></ul><ul><li>Well known for local food, and the official home of Stilton, Melton Mowbray Pork Pie and Bakewell Pudding. </li></ul><ul><li>  </li></ul>
  19. 22. What other areas are saying about themselves Somerset: Somerset is a holiday destination of epic scenery, dramatic coastline , stunning English countryside , seaside resorts , historic places set deep in the heart of South West England. Explore Somerset , plan your trip  and be inspired with ideas and offers for relaxing breaks , family holidays , videos and photos , plus activities  walking , cycling , horse riding , fishing .
  20. 23. 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
  21. 24. 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 Its 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, togethernes s 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 Vision
  22. 25. Brand Architecture Lancashire The Home of the Good Things in Life Food & Drink Heritage Entertainment Sport Families Blackpool Countryside Coast
  23. 26. Winning Themes Country Escapes Family Fun Coastal Contrasts Heritage Revealed What’s On Taste Lancashire
  24. 27. Creative Development
  25. 28. Positioning: The unique position in people’s minds that we seek to own
  26. 29. Positioning: The unique position in people’s minds that we seek to own
  27. 30. Positioning: The unique position in people’s minds that we seek to own Remember that positions are not strap lines The card you use for things that matter Some things money can buy. For everything else there’s Mastercard No-one tries harder for customers Every Little Helps The home of the good things in life Lancashire – where life feels good
  28. 31. Our Visit Lancashire Logo
  29. 32. Why are Guidelines a Good Idea? <ul><li>They create and reinforce a consistent ‘look’, ‘feel’ and ‘tone of voice’ so that everything that is produced online or in print is instantly identified </li></ul><ul><li>This consistent approach will strengthen our brand and help it become recognised and trusted by the people we want to reach - our visitors </li></ul><ul><li>With a great number of products and businesses which we term ‘assets’ – guidelines help with applying the brand across a large geographical area </li></ul>Visit Lancashire Website
  30. 33. Our Brand Guidelines An exciting palette of colours have been chosen to reflect the varied experiences that can be enjoyed in Lancashire. You can choose any colour that best reflects the mood or content of the message or compliments the selected theme or image.
  31. 34. Our Brand Themes Heritage Revealed Feel 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.
  32. 35. Our Brand Themes Country Escapes Lose yourself in the unspoilt beauty of the Forest of Bowland. We’ve got the perfect place to get over that mountain of paperwork. Wander the lanes of Lancashire, where a rucksack is the only weight on your shoulders.
  33. 36. Our Brand Themes What’s On Hop, 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.
  34. 37. Our Brand Themes Taste Lancashire Sample 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.
  35. 38. Our Brand Guidelines Heritage Revealed
  36. 39. Our Brand Guidelines Family Fun
  37. 41. 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 .
  38. 42. 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.
  39. 43. Brand Development Plan <ul><li>Two year Brand Plan (to July 2012) </li></ul><ul><li>Defining the points of difference </li></ul><ul><ul><li>quality accommodation </li></ul></ul><ul><ul><li>customer service </li></ul></ul><ul><ul><li>easy access </li></ul></ul><ul><ul><li>food and drink </li></ul></ul><ul><ul><li>unique events </li></ul></ul><ul><ul><li>create experiences </li></ul></ul>
  40. 44. Points of Difference <ul><li>Quality accommodation in particular our rural and self catering offer </li></ul><ul><li>Customer service based on traditional quality and genuine warmth </li></ul><ul><li>Easy access both to and around the county with unparalleled closeness of the countryside, coast, cities. </li></ul><ul><li>Distinctive and unique food and drink providing a taste of the county from field to fork; the slow food capital of the UK </li></ul><ul><li>Unique events that celebrate the essence of the county and set us apart from those of other regions. </li></ul><ul><li>Creating experiences in a way that no others do. </li></ul>
  41. 45. Points of Difference <ul><li>We will seek to Create Experiences </li></ul><ul><li>in a way that no others do </li></ul><ul><ul><li>Ribble Valley Food Trail </li></ul></ul><ul><ul><li>Rossendale Buzz </li></ul></ul><ul><ul><li>Peter Pan – Dukes Walkabout Theatre </li></ul></ul><ul><ul><li>Nigel Howarth’s Fantastic Food Show </li></ul></ul><ul><ul><li>Lancaster Heritage Trail </li></ul></ul>
  42. 46. Brand Imperatives <ul><li>The brand mission: </li></ul><ul><li>one confident voice </li></ul><ul><li>home of the good things in life </li></ul><ul><li>Five brand imperatives identified: </li></ul><ul><li>1. Key influencers ‘on brand’ </li></ul><ul><li>2. Local authorities aligned </li></ul><ul><li>3. Marketing campaigns driven by ‘points of difference’ </li></ul><ul><li>4. Products, services and assets driven by the brand </li></ul><ul><li>5. Evidence that the brand is in the minds of our visitors </li></ul>
  43. 47. <ul><li>New approach for tone of voice using warm, friendly, emotional language and first person experiences </li></ul><ul><li>Examples: </li></ul><ul><li>Visitor Guide 2011 </li></ul><ul><li>Heritage Revealed thematic campaign </li></ul><ul><li>- Embark on a Journey </li></ul><ul><li>Country Escapes thematic campaign </li></ul><ul><li>- Lancashire Keepsakes </li></ul>Implementing The Brand
  44. 48. Country Escapes - Lancashire Keepsakes <ul><li>Direct mail to 15,000 contacts in January (8% response so far via the competition/brochure request) </li></ul><ul><li>Landing page created - (updated each </li></ul><ul><li>month with different offers, events and competitions) </li></ul><ul><li>Monthly e-newsletters to 30,000+ contacts linking directly to the landing page </li></ul><ul><li>Promotion to the 4000+ visit lancashire .com </li></ul><ul><li>fans on Twitter and Facebook </li></ul>
  45. 49. Lancashire Keepsakes - Car Free Itineraries
  46. 50. Short Breaks Campaign Results <ul><li>2009 Campaign Research: </li></ul><ul><li>1:37 spend ratio </li></ul><ul><li>Estimated £7.5million spend </li></ul><ul><li>PR Value 0ver £5 Million </li></ul><ul><li>Specific Blackpool Campaign – spend of £17million </li></ul><ul><li>700,000 unique visitors to visit lancashire. com </li></ul>