The document discusses rural rebranding efforts in Cornwall, England. It notes the decline of rural services and seasonal economic challenges from industries like farming and fishing. Cornwall launched an economic diversification and rebranding campaign called Objective One in 1999 to attract new visitors, focus on strengths like the coast and food, and appeal to younger demographics. The campaign utilized EU funding that matched local and regional investments to boost projects like the Eden Project, films studios, and businesses. Overall it assessed the success of these efforts to strengthen and diversify Cornwall's rural economy through tourism and other industries.

1. Cornwall – Rural Rebranding

2. Identifying the need Current issues 1. The decline in rural services Gorran Garage – closed 2001

3. Gorran Garage – now

4. Villages without shops or services

5. Where there’s tourism, services survive Grocers Café Post Office Holiday flat to let Bakery

6. The seasonal economy

7. … .. and seasonal unemployment

8. Tourism is a volatile industry

9. Traditional industries face difficult times Livestock Farming, Fishing, China Clay, Tin Mining

10. There are signs of economic diversification

11. But there are indicators of real deprivation

12. But competition for this sort of property is great ….. 5. House prices … cheaper than London

13. And property prices are higher and rising more quickly than the UK average

14. … caused by a booming retirement market Note the youth ‘brain drain’ and the high % of over-50s

15. And the lowest wages in England and Wales make property hard to afford

16. Re-branding – how to brand a ‘new image Mini-breaks – especially in winter. The need for ‘ pump-priming’ – new funding to help boost investment. Hence Objective One, granted to Cornwall in 1999. A focus on – a) new visitors – to lengthen the tourist season b) what Cornwall does well – the coast, environment, food. A younger market – singles as well as familiies Brand Cornish attractions as ‘destinations’ How?

17. How Objective One works: Match funding Investors set up (for example) £20 000 of their own money Obtain a bank loan to match £20 000, making £40 000 Bid to local councils to match it to make £80 000 Bid to the South West Development Agency to match it to £160 000 Finally, bid to Objective One to match it to create £320 000

18. Using the money The Eden Project Turning this ……..

19. …… into this So … how successful has it been?

20. Fifteen Extreme Academy South-West Film Studios Combined Universities Cornwall Lobb’s Farm Shop ‘ The Beach’ Eden Project Gaia Centre – Delabole