Following detailed consultation with around 100 stakeholders under the direction of a steering group of 10 people from the private and public sector, BID Leamington set out to:
At the heart of the new branding for the town are a set of themes and a 'big idea' that represent why it should be considered and chosen. These are the strategic engine used to drive expression and can translate across a range of media and a range of audiences. Importantly however, they are not 'straplines', or literal marketing messages but draw directly from what people told us during the consultation. Please contact us for a more detailed explanation and to understand how this can inform the marketing you are doing.
We need to capitalise on our unique accessible position, near major transport links, fantastic neighbouring towns and cities, and universities. We also need to recognise the value of having a 'walkable' compact town.
This exemplifies the independent nature of the town both in its assets and its spirit. It tells us we need to nurture our independents and help everyone find their USPs. The architecture, mix of modern shopping with niche independents, important history and quirky feel lends to an urban experience that 'feels' different and special. It is all about the experience - Royal Leamington Spa is a town where service matters and a great 'welcome' is essential.
Drawing on the town's 'well-heeled' past, Royal Leamington Spa has style and sophistication. There is a beautiful ambiance and elegance about the place that is so difficult to find in many other towns and cities. Based on this we need to make sure that what we do, we do well. We also need to ensure that a visit to Royal Leamington Spa is a treat - an uplifting experience.
The "Big Idea" provides an emotive signature for the town and encapsulates the themes that set the place apart. Uniquely, the town doesn't have a special attraction; it is a coming-together of various factors that create a compelling and very attractive experience. No one part of the 'sense of place' dominates but the cocktail is enticing; wonderful eating & drinking, beautiful parks & gardens, shops that are one-offs, service that is special, imposing architecture and wide boulevards.
This makes a town that is majestic, impressive, grand, superb, beautiful, proud, august and splendid - in summary, a sublime, regal experience.
Try adapting our Leamington Spa workshop questions to your businesses. This can be a useful way to establish and mobilise your team around your own brand identity and strategic direction. Some questions could include:
Wednesday 6th February 2013
Thursday 21st February - 5.30pm
Monday 25th February - 12.30pm
Thursday 28th February - 5.30pm
Monday 4th March - 12.30pm