The county of Lancashire located in the North West of England covers a large economic area of geography with a diverse set of assets ranging from the rolling landscapes of the Bowland area of outstanding beauty to the coastal attractions of Blackpool’s resort. Lancashire has been ‘punching below it’s weight’ for a long time and has traditionally had a poor reputation of flat caps and coronation street towns.
Within Lancashire are a large number of diverse towns and combination of 12 local authorities and 2 unitary authorities working alongside the County Council and Lancashire LEP. However, not all the places within Lancashire wish to be associated with Lancashire and creating a shared narrative and approach was fundamental to achieving overall success and promotion of the place on a national and international basis.
The Lancashire LEP commissioned the strategic marketing proposition work to develop a compelling economic narrative for Lancashire which would underpin future place marketing and positioning by the LEP and secure support if key partners such as Marketing Lancashire and Lancashire County Council, in addition hoping that the local authorities who would find it sufficiently engaging to deploy in their own activities. However, key to the effectiveness of this work would be the endorsement and support of the private sector
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