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Lancashire - Changing the Brandscape

Submitted by Michael Smith MCMI on Tue, 08/02/2011 - 14:39

Destination branding is never easy and when you've a county the size of Lancashire, with its great variety of attractions and diverse geography, the task is even greater. The process of developing a new tourism brand strategy started back in March 2008. It has progressed, through creative work, to the development of a set of brand guidelines and a two year brand plan. Based on an emotive brand positioning this is creatively interpreted as 'Lancashire - where life feels good'.

Mike Wilkinson, Chief Executive of Lancashire and Blackpool Tourist Board and Tony Openshaw, Director of Marketing, will reveal all in a stimulating presentation. It will cover the journey of a brand from the development and management of a brand strategy, through extensive partnership working to future brand alignment. Speakers: Mike Wilkinson was appointed Chief Executive of the Lancashire and Blackpool Tourist Board (LBTB), a public/private sector partnership, in July 2004, following a move from Scarborough on the Yorkshire coast. 

Please use this discussion thread to make comment and add your views on the presentation and what it means to you, your organisation or the wider business environment in the North West. Thank you Mike Smith - Chair Lancashire Branch 

For details of the event please click the events tab 

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Submitted by Mike Davies on Tue, 08/02/2011 - 14:47

Is that the same Mike Wilkinson that used to play cricket for Lancashire Mike? (too many Mike's in this conversation!)

Submitted by Michael Smith MCMI on Tue, 08/02/2011 - 15:13

Maybe we should start a new thread about how many Mike's do you know. Not sure if he did. Never been a follower of the small ball game. Even though the whole concept appeals to me! 

Submitted by Mike Davies on Tue, 08/02/2011 - 15:20

Seems I should brush up on my Wisden as well.  The cricketer was Mike Watkinson, not Wilkinson.

http://en.wikipedia.org/wiki/Mike_Watkinson

As you were :-)

Submitted by Adrian Gaskell MCMI on Tue, 08/02/2011 - 21:58 Profile image

http://uk.linkedin.com/pub/mike-wilkinson/1B/412/611 is Mike's LinkedIn profile if anyone wanted a gander.  Looks like it'll be an interesting event.

Submitted by Adrian Gaskell MCMI on Fri, 11/02/2011 - 11:04 Profile image

I heard via Twitter that this event went well Mike.  Congrats.

Submitted by Michael Smith MCMI on Fri, 11/02/2011 - 11:55

This event was held last night at the University of Central Lancashire Jointly between the Chartered Management Institute and the Chartered Institute of Marketing. Both Mike and Tony provided a wonderful insight into the process of branding a destination. 

What they found is that Lancashire meant different things to different people. What was constant is most people found there was a genuine warmth in the welcome provided and the county is a great place to visit. 

I have asked Tony and Mike if they would provide some additional information on this message board and am looking for a link to the event so that those people who could not make it have an opportunity to understand the very good and important messages that came out of it. 

Mike and Tony said that their role was to establish the brand and then to work with other stakeholders to bring them on message. The question I have is what incentive is there for people to embrace these changes particularly the accommodation sector in Blackpool