Post on 19-Jul-2020
Morecambe Bay Destination Brand
Sheona Southern, Cairn Marketing Consultancy
Presentation to Morecambe Bay AGM & Conference
2nd Oct 14
Great Destination Brands?
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4
7
8
9
National Destination Brand Logos
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15
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1. Place Name
2. Strong Image
3. Personality via logo/icon - gives
personality, helps recall place
Digital campaigns: # www
Destination Logos – City
Destination Logos – Coastal
Morecambe Bay
Brand Research & Development
Morikāmbe: ‘curve of the sea’
Derives from work of Egyptian-Greek geographer
Ptolemy (c.100-150)
Recorded the name of a large bay on the NW coast of
Britain
Morecambe Name Origin
Review of Current Branding
There is no leisure tourism brands to promote Morecambe Bay
Administrative
Government
Body
Leisure Tourism
Consumer focussed
Conservation & Tourism
Consumer <------
Corporate
Inward Investment &
Higher Education
County
District
City, Coast,
Countryside – no
branding
Morecambe
Bay
Others
• June 2013 – July 2014
• Stakeholder Consultation – 60
• Visitor Focus Groups x 4: • Young Professionals
• Couples 40+
• Families
• Empty Nesters
• Student Focus Groups
• Investor/business Focus Group
Brand Research & Development
What's Special about Morecambe Bay?
Natural, stunning, exploring, beautiful
What is the No 1 thing to do/visit in Morecambe
Bay? Walk/prom - joining places along the Bay
Who would appreciate Morecambe Bay?
Families, nature, outdoorsy
Personality Morecambe Bay
Brand Essence
Analysis of all the consultations and research leads to a clear essence
for a Morecambe Bay brand:
Visitor Branding Summary for Morecambe Bay
Natural Beauty
Open Space
Peace & Tranquillity
“Morecambe
Bay is the
star
attraction”
Brand Personality
The diagram below summarises the personality traits for Morecambe Bay
An inspiring natural coastal area
Positioning: An inspiring day out in the outdoors, accessible to all
Competition: Doesn’t compare to anything in UK
Appeal: Outstanding scenery & natural beauty
Views across Bay - always changing
Culture, nature and wildlife
Seaside and sand. Walking for all
Target market: Morecambe Bay: Families and 50+ adults AB/C1
Top 4 MOSAIC Groups for Morecambe (BC1C2) are: Active Retirement Elderly Needs Industrial Heritage Small Town Diversity
A more detailed outline of the characteristics of these profiles is at Appendix 6.
MOSAIC profiles for the rest of Morecambe Bay are required to complete this
branding summary.
Promotional
Focus
Day Visits: Walking and cycling itineraries along the Bay
Driving itineraries inland - including top 10 things to see
Signage and cross-promotion between attractions
Short Breaks Including groups markets - develop short break packages
Strongest Brand Appeal:
The elements outlined above form an outline brief for the development of any creative design for the brand.
Brand Wheel
Unites organisation & businesses behind a brand
Brand Essence for Morecambe Bay
An
Inspiring
Coastal
Area
Brand Attributes
- Logic & Magic
Key Attributes Definition:
Adjectives to describe the rational features of the
destination
Emotional Promise Definition:
Adjectives to describe the emotional benefits
Brand Attributes
Rational
• Big (& changing) views across the Bay
• Rich cultural heritage
• Outstanding nature and wildlife
• Diverse & authentic towns and villages to explore
• Outdoor activities - walking & cycling (for all) & non-
powered water sports
Emotional
• Inspired (creative)
• Awe-struck & captivated (magical, wow!)
• Calm & reflective
• Curious (engaged)
• Energised & exhilarated (multi-emotional)
Brand Wheel
Position Statement
Definition:
Describes the
destination’s unique
value to its target
market in relation to
the competition.
Positioning
Position Statement: One of England’s fastest
emerging destinations, incomparable to anything in
the UK:
Inspire & Captivate - Big Views, Landscapes & Nature
Explore & Discover - Cultural Heritage
Engage - Outdoor Recreation
Brand Wheel Personality:
Creative design, logo,
copy, images…..
campaigns
Morecambe Bay Brand
Consumer Testing
Morecambe Bay Logos Consumer testing
Morecambe Bay - Logo In Context
Morecambe Bay - Logo In Context
Morecambe Bay - Logo In Context
Morecambe Bay - Logo In Context
Morecambe Bay Brand
Morecambe Bay Brand - Logo
Morecambe Bay Brand – Colour Palette
Morecambe Bay Brand – Imagery
Morecambe Bay Brand – In Context
Morecambe Bay Brand – Online & Digital
1. Unite behind strongest visitor brand
2. Think big picture
3. Keep it simple
4. Promote key themes
5. & Related signature events
6. & Access – to and around
7. Invest in coordinated PR, digital & database
8. Strong Partnerships
9. Staying visitors worth most
10. …..It’s Up to You
Destination Brand – Critical Success Factors
Thank You