I recently attended two very interesting workshops, introducing two new Destination Brands launching in our region – Lancaster and Morecambe Bay.
Workshop Media regularly works with companies and organisations in both the wider Lancaster and Morecambe Bay areas, so I was very interested to see what the new brands were all about and how we can use them for our clients.
Based on the material already produced, my first impression is that both new brands work and have great potential to enhance the promotion of their respective destinations.
What are Destination Brands?
Reassuringly destination brands are not simply logos. While this is a core component, as are colour pallets and guidelines, the idea of a destination brand is more about a complete message built around the essence of a place. This brand message is a combination of emotional elements and real physical aspects of the locations.
The overall goal of these destination brands is to create a more attractive proposition for potential visitors.
What makes a Destination Brand different?
Businesses, organisations and even individuals who engage in regular and effective marketing strategies will often keep tight control of their brand. This is to ensure they are commuting the right message to the right audience.
Both Lancaster and the much larger Morecambe Bay areas have a huge range of businesses and organisations other than those related to the visitor economy that can take advantage of the destination brands.
With this in mind the destination brand strategy is a little different. While its not a case of creating something attractive and effective and leaving the masses to do what they want with it, it is a more hands off strategy. The key here is to create a flexible enough brand that people can see ways of including it in there various marketing efforts while creating guidelines that are easy to follow to keep the message on brand without restricting people. This includes keeping the brand accessible to a wide range of industries.
Destination Brands Use
The idea of these new destination brands is that they will supplement and connect existing marketing efforts and create a more connected and consistent image for a location.
The brands can be used as a starting point, for inspiration or guidance or the whole brand toolkit can be used to create a complete new brand based off of the Destination Brand.
There are some restrictions on the use of the brands, such as not directly generating money from reproducing the brand for example having ‘Morecambe Bay’ logo mugs made. This makes sence as the brand is community owned.
Leading by Example
Both the Lancaster and Morecambe Bay brands have only just launched, but they are already seeing plenty of use from those that have supported their development. A great way of kickstarting their use has been this adoption.
In Lancaster the Lancaster Business Improvement District has not only incorporated the ‘Lancaster’ brand into their marketing of the city, attractions and events but they have based their new logo and organisation branding off of the font and guidelines.
On the coast, the new Morecambe Partnership has adopted the Morecambe Bay logo in the signage for new Morecambe Bay Cycle Way signage across the area.
— Matt Sanderson (@Tidal_Junk) June 10, 2015
Getting to know the Destination Brands
The Workshop Media Team is looking forward to using the destination brands in client projects in both the Morecambe Bay and Lancaster areas. Connecting campaigns with each other to expand potential audiences is a great idea.
The Lancaster and Morecambe Bay Destination Brands are free to download and use. You can also download the brand guidelines. If you’ve never worked from a branding guideline document before – don’t worry it’s very easy to follow. Have a look over at the Marketing Lancashire website:
We’ll be publishing more on our experiences of using the new brands for Lancaster and Morecambe bay in the near future.
Workshop Media has years of experience working with companies and organisation of all sizes in the Lancaster and Morecambe Bay areas. If you’re interested in Video Production and or Video Marketing, please get in touch, we’re always happy to help.