The Brief
To create a consumer-facing identity that communicates the values of the region (lifestyle, quality, indulgence and aspiration). To show both consumers and potential members that the Tourist Board is an organisation run by commercially minded experts in destination marketing, not by the council. Our branding solution also had to be easily incorporated into consumer campaigns.
Our Approach
A name change seemed in order, especially to shed the skin of its previous life as a department of the council - a consumer-facing name that worked for the members too: Visit Chester & Cheshire. Chester & Cheshire are so steeped in heritage and so synonymous with luxury, that our branding solution had to embody both aspects. We developed a bespoke font, Exclusively Cheshire, and a full set of guidelines covering brand values, logos, typeface, colours, photographic style and tone of voice.
Results
The uptake from the members has been phenomenal. 6 months after the soft launch of the brand in 2005, Access ran a workshop for the existing 200 members to help ensure the brand was understood and used consistently throughout the region. In 2009, the membership is double that of 2005 and 75% of their members adopt the brand or subsequently developed sub-brands (such as Cheshire’s Gardens of Distinction) as part of their offering, either simply using the endorsement of the logo on their marketing materials or going for a full partnership approach.
