Marketing, Promotions & Events
A Premier Regency Shopping & Leisure Destination
With many choices available, focused investment is needed to attract customers, offer an enhanced experience and build loyalty. It is also important to ensure town centre businesses are well placed to compete with the growth in on-line, out of town shopping and neighbouring retail destinations. We harness the strength of the Royal Leamington Spa brand to position and showcase the best of what the town and its businesses have to offer.
Key Project Areas
BID Leamington delivers projects under the following project areas. Further details can be found in the 2018 -2023 Business Plan. Please see below our project highlights and achievements over the last few years.
- The Royal Leamington Spa brand and powerful sub-brands including ‘Love Leamington’ and ‘Taste Leamington’
- Powerful marketing to attract customers
- Digital and social media communication
- Events and festivals
- Promoting the retail sectors and streets
- Our leisure and evening economy
- Creative marketing and PR campaigns
Promoting Your Business & the Town Centre
Royal Leamington Spa has a clear vision of its future direction and a strategy that places the customer at the centre of its decision making. By continuing to implement the Royal Leamington Spa ‘Story’, we actively and consistently promote the town’s offer to increase footfall through events and promotions. We also help develop loyalty and pride in the town, fostering creativity, innovation and community spirit which includes embracing emerging technologies.
The Royal Leamington Spa Brand & Marketing Plan
BID Leamington has undertaken an extensive amount of research and consultation and continues to update this as the town centre changes.
Following a series of 1:1 interviews with key stakeholders and detailed consultation with around 100 stakeholders under the direction of a steering group of 10 people from the private and public sector, BID Leamington identified ‘Key Themes and the ‘Big Idea’ to guide promotion and future development of the town. 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.
This research has fed into the development of a detailed Marketing Plan including Objectives, Key Performance Indicators (KPIs), Identification of Key Audiences and Key Messages which inform all the Marketing and Promotional Activities.
BID Leamington also developed the town’s brand and sub-brands, a Graphic Language, Colour Palette and Photographic Gallery which is now available to support BID Leamington’s promotions as well as other businesses who wish to promote themselves within Royal Leamington Spa.
We have also identified how this research can enhance your own marketing and how everyone in the business district can help to ensure Royal Leamington Spa’s proposition is as powerful as possible. Using this information, BID Leamington delivers a customer-driven programme that tackles issues identified by businesses with the aim of increasing the number of people that visit, return and invest in Royal Leamington Spa.
Themes & Big Idea
In developing our narrative and approach, stakeholders were asked the following questions to help understand Royal Leamington Spa’s offer and strategic direction. The feedback was distilled into three themes and a big idea that represent why the town should be considered and chosen.
- What is Leamington Spa for?
- Who is Leamington Spa for?
- Why is Leamington Spa different?
- What is Leamington Spa’s ambition?
- What is Leamington Spa’s ‘story’ / what are we saying about the town?
These questions remain relevant as the town changes and were revisited with key stakeholders, as we reopened the town centre post covid.
Our Brand Refresh
Reflecting a changed post-Covid environment, the team took a fresh look at how we are communicating the town centre and its offer. Core aspect of the town’s brand including our logo’s, much of the colour palette, and our focus on photography led promotion has been retained with some small adjustments. Fonts have been updated to be more accessible and once again, we have referenced local assets and colours in developing this. You will see this work reflected in the refreshed www.royal-leamington-spa.co.uk website and our other digital and printed promotional materials.
Please see our ‘Watch this Space’ project highlight to view a short video summarising our approach and get in touch if you would like more information on our Marketing Plans.
Projects from BID Leamington
The BID team is here to keep you posted with all things that we’ve been doing. Below are some of the projects that we’ve recently been working on. If you have a project that you would like help delivering please contact us.
