Rebranding is ‘make or break’ for the Norfolk Broads
The Broads Tourism Forum and The Broads Authority launched their rebranding of the The Broads as ‘Britain’s Magical Waterland’ last week.
Local experts regard the current financial climate as a ‘make or break time’ for one of the UK’s most beautiful but least understood areas of natural beauty.
However, Simon Middleton, the brand author and adviser who has led the rebranding strategy, is confident that the ‘repositioning project will put The Broads on a global stage as one of the UK’s must-see destinations’.
“This was both a really important commission and an endeavour of love. The Broads is incredibly important as an area of outstanding natural beauty but also as a centre for tourism with huge potential for the regional economy,” said Mr Middleton, himself a Norfolk resident and a longstanding champion of The Broads. “It’s been famous as a boating holiday place in the UK for decades of course, but that image has become somewhat jaded and one dimensional.”
“There is every reason to believe that The Broads can become as famous as other wetland environments like The Everglades and The Camargue, which is positive both for trade and from the environmental protection perspective.”
Middleton led a team whose task was to craft a brand platform compelling enough to inspire visitors and locals alike, but which was also authentic and robust enough to support the area and its economy for years to come.
“The solution is to boldly describe The Broads as ‘Britain’s Magical Waterland’. And it’s a claim that is absolutely true to the place and therefore very hard to argue with,” said Mr Middleton.
“This is a uniquely beautiful environment shaped by people working hand in hand with nature over thousands of years. The Broads offers visitors an experience unlike any other, both on its rivers and lakes (the broads themselves) as well as alongside them, on peaceful paths and cycleways and in the unspoiled villages and market towns.”
“The Broads is recognised globally for its wildlife and the distinct and precious character of its environment, and it’s so easy to get to for a holiday, short break or day visit.”
Simon Middleton, author of business bestseller Build A Brand In 30 Days, has advised blue chip companies including British Airways, Aviva and Barclays, and is rapidly gaining a reputation as a specialist in destination branding. His recent work with the Norfolk resort of Hemsby used that village’s Viking origins to tell a refreshed brand story, and he was recently seen advising seaside traders in the Virgin 1 series Duncan Bannatyne’s Seaside Rescue.
Middleton’s positioning work for The Broads has been brought to life with a new visual identity by Norfolk design company Cobalt ID, featuring evocative flying silhouettes of the Whooper Swans which are so well known over the rivers, lakes and marshlands of The Broads.
The brand launch is to be followed by extensive marketing and training activities involving hundreds of tourism businesses across The Broads. Brand materials have been widely distributed to businesses and community groups with encouragement and guidelines on how to use the new brand to promote the whole area and individual enterprises.
Date posted: Monday 5th July 2010Back to news home page >
