Successfully branding our UK counties

Suffolk has recently uncovered its plans to launch its new tourism campaign, the campaigns slogan being ‘The Curious County’. This new promotion scheme is an inventive twist of alliteration designed to encourage tourists to visit and explore the region.

Unfortunately the MP of Bury St Edmunds was anything but impressed by the idea stating, “There is nothing curious about what we have to offer. This slogan is idiotic and meaningless, if not potentially dangerous for the tourism industry.” However, VisitSuffolk have defended the slogan and supported its progress by promoting hashtags via Twitter such as #proudtobecurious and #curiouscounty, which it has claimed to have encouraged almost 34,000 users and generated 59, 289 page impressions. The VisitSuffolk’s Brand Manager Amanda Bond, described the launch as being “a totally new and innovative digital media campaign” which has allowed them to use social media to generate interest in the county.

It is arguable that the controversy over the campaign is unnecessary in that many other counties and cities have taken a similar approach to help promote themselves. Other examples include, ‘Have the Tyne of your life’ used to brand this particular region in the North East of England. It’s possible that the county of Essex may consider the hit show ‘The Only Way Is Essex’ as a form of media that has boosted their memorabilia, although it appears that the VisitEssex website are yet to use this to their advantage.

Branding these counties in this way should not be seen as an approach to stereotype or discourage visitors, but as a way of stamping them onto the UK map, allowing these places to appeal to the public as people start to recognise their catchy slogans and merchandising.

Brand Recruitment recruit for a number of Brand Manager jobs across the Eastern Region, including Suffolk, Essex and Cambridgeshire. For more details on our latest Brand Manager jobs please see our website.

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