visit lancashire branding
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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
YorkshireCountry Face
North EastCity Face
MidlandsFaceless
LancashireMany Faces
Brand Scape – how regions position themselves
Wales North East
Devon
Cornwall
Yorks
Somerset
The Lakes
Midlands
Visit Scotland
RationalEmotional
Positioning: The unique position in people’s minds that we seek to own
Positioning Regions
Rational Emotional
Yorks
North EastSomerset
The Lakes
Midlands
Visit Scotland
Cornwall
Focus on the region
Focus on the visitor
Wales
Devon
Ireland
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
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 Vision
Positioning: The unique position in people’s minds that we seek to own
Brand Architecture
Lancashire
The Home of the Good Things in
Life Food & Drink
Heritage
Entertainment
Sport
Families
Blackpool
Countryside
Coast
Positioning: The unique position in people’s minds that we seek to own
Winning Themes
Country EscapesFamily FunCoastal ContrastsHeritage RevealedWhat’s OnTaste Lancashire
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’sMastercard
No-one tries harder for customers
Every Little Helps
The home of the good things in life Lancashire – where life feels
good
Our New Look Logo
Positioning: The unique position in people’s minds that we seek to own
Why are Guidelines a Good Idea?
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 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.
Positioning: The unique position in people’s minds that we seek to own
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.
Positioning: The unique position in people’s minds that we seek to own
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.
Positioning: The unique position in people’s minds that we seek to own
ColoursWe’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
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