A county with significant economic assets such as aerospace, hi-tech manufacturing and leading universities with a fantastic leisure and natural environment that had struggled to get its messages across to key audiences. The place was fragmented with places and stakeholders not coming together effectively to promote Lancashire; it wanted a more place based collaborative approach.
Marketing Lancashire evolved from focussing on the visitor economy to complete place promotion. Since the change in emphasis Lancashire has had a presence at MIPIM and MIPIM UK (key property events) supported by the places within the county; a unified approach to inward investment promotion. A sub brand ‘Taste Lancashire’ reflecting the food and drink element of the story has been launched and ambassadors such as Freddie Flintoff are getting the message out about the amazing assets in the place.
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As Vice Chair of Lancashire Enterprise Partnership I was delighted that thinkingplace led by John was employed to develop a new economically orientated brand and narrative for Lancashire which brought a fragmented offer and place together behind a powerful and compelling story. This has been well received in the investment world at MIPIM and within the Northern Powerhouse and has elevated the county’s standing.
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