Bath: City brand

March 2017

Background

Bath: City Brand

2013 B&NES commissioned steering group and working group to develop new story for the city of Bath. Steering group: included B&NES CEO, Council leader, VCs of Universities, Residents Association, Bath Rugby, Bath Preservation Trust. Working group: core group from business, academic, creative and cultural sectors. Plus city wide consultations with schools and communities.

Why was a new story needed?

Bath: City Brand

Why was a new story needed?

Bath: City Brand

Why was a new story needed?

Bath: City Brand

Ingredients

Bath: City Brand

Outcome

Bath: City Brand

“Bath will be internationally renowned as a beautifully inventive and entrepreneurial 21st century place with a strong social purpose and spirit of wellbeing, where everyone is invited to think big – a connected city ready to create an extraordinary legacy for future generations.”

Why have a city brand?

Bath: City Brand

Bath is facing competition on an international scale. To attract residents, investors, businesses and tourists, a city needs to be known and positioned on the global map of attractive cities. A city brand strategy (one story well told by everyone) is an essential tool in the creation of a successful city brand that will attract potential newcomers and inspire those already here.

Why have a city brand?

Bath: City Brand

Increased competitiveness, resulting in a positive impact on investment, jobs, inhabitants, visitors and events; Higher returns on investment in real estate, infrastructure and events; Coherent city development, as the physical, social, economic and cultural aspects combine to deliver the brand promise; Pride in the city as the residents, businesses and institutions experience a new sense of purpose and direction.

What might it be?

Bath: City Brand

What might it be?

Bath: City Brand

Iamsterdam

Bath: City Brand

Iamsterdam

Bath: City Brand

Iamsterdam

Bath: City Brand

Why is city brand valuable?

Bath: City Brand

Glasgow outcomes: 359,000 additional overnight visitors, generating nearly £42 million of local economic benefit. A 3% growth in hotel occupancy rates. Positive media coverage worth £48million in terms of advertising equivalence. The Bureau’s Chief Executive suggested that in just three years the brand has ‘more than proved its worth’

Why is city brand good for Bath?

Bath: City Brand

Problem solving brand Beautifully inventive ways of dealing with waste – what if we turned trash into cash? “Recycling companies, who are dedicated to keeping our planet beautiful, are fully aware that money is one of the best incentives out there. You might be surprised by the number of ways that you can turn recyclables into cash. And what better way is there to make money than by doing your part for the environment?”

Why is city brand good for Bath?

Bath: City Brand

Problem solving brand Beautifully inventive ways of getting the library to work “Maybe instead of just books our funds should go to help our community learn how to get the most from technology. Maybe we should have co-working space in our library—this can be fee based even—and could be something as low as £30.00/month. That would be a way for libraries to help the unemployed and the community as a whole.”

Why is city brand good for Bath?

Bath: City Brand

Acts a filter or decision making tool: “What kind of business we aim to bring to the city, how the Min hospital might best be developed, what we want the Bath Quays to become, the attitude to the proposed cable car, whether the policy on independent retailing is right? And going more to social aspects, how the relationship between the universities and the city should evolve or what the public should expect from the council?”

Our offer

Bath: City Brand

Assets that can be used by any organisation in the city (under agreement or license): Stage 1: strategy – how will Bath deliver a compelling and differentiated experience. Stage 1B: logo, tone of voice, style guide, copy guidelines. Stage 2: advertising and communication concept – enterprise zone, tourism, inward investment and civic pride. Stage 3: people and place strategy (including ambassadors).

Our offer

Bath: City Brand

Timescale

Bath: City Brand

Stage 1A / 1B 4 - 6 months to include 2 stages of consultation (subject to availability of AgencyUK / Storm / The House). Ready for October 1st 2017 – visual elements only. Ready for January 1st 2018 – with strategy.

Resources

Bath: City Brand

Co-creation – Creative (AgencyUK, Storm, The House) and strategic members of BathBridge with key partners e.g. Visit Bath / BID / Universities & College / CreativeBath. No cost to Bath City Forum. Potential to secure private or corporate donor if required.

Next steps

Bath: City Brand

Sponsorship (not money) from Bath City Forum. Meet with partners. Agree roles and responsibilities.