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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National Destination Brand Logos

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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