11) forces of change

forces of change

place marketing
rebranding
reimaging

place marketing

role of marketing companies to create a positive perception of a place

(often commissioned by national or local government)

e.g., advertising campaigns, websites, social media, newsletters, logo, billboard posters, promotion of events

place marketing example

Weston Super Mare
... seaside town in North Somerset

- Weston super "mud", sinking mud beach in the town
... tried to shake negative perception through advertising and marketing

1. Cave attractio
2. "Noah's ark zoo" farm, donkey rides on beach
3. "See monster" = decommissioned offshore platform transformed into one of UK's largest public art installations
4. Breann down = "natural pier" with mudflats

rebranding

= used to discard negative perceptions

- To make a place more desirable to live in (+ to invest and develop industrial activity)

- To make it a more attractive place to visit (for social and recreational reasons) e.g., tourism, shopping

aims of urban rebranding

1. revive a pre existing outdated place image

2. change a poor prexisting place image

3. differentiate an area from other places

4. highlight changes in the character or the activities in an area

5. associate place with an international event (e.g., olympics)

6. help create pride in city

7. attract new investment, shops, tourists, residents

8. promotion of urban area as a product

reimaging

= aims to discard negative perceptions

- Seeks to change a poor pre-existing image of a place

- Generates new positive set of ideas, feelings, and attitudes to the place

- May draw on heritage and history of place

reimaging example

e.g., Liverpool, re-imaging the city's industrial heritage through culture

- huge port in 18th century, with exports + industrial decline the docks closed
... Now a UNESCO world heritage site for waterfront Albert Dock

+ rich history of music (the Beatles) and football teams