Case Study: Changing Places, Rebranding of Plymouth

Question 1

Why is rebranding taken?

Answer 1

• boost footfalls
• increase employment in the area
• change perception or behaviour

Question 2

What was aims for the rebranding campaign in Plymouth?

Answer 2

• to connect Plymouth with its past
• to promote and enhance its image as a cultural and economic hub within Britain
• to secure its economic future

Question 3

What was the inspiration for the rebranding in Plymouth?

Answer 3

• the maritime history
  > 2020 was the 400th anniversary of the Mayflower’s departure from the city
• the maritime industries
  > largest private-sector employers in Devon and Cornwall
  > supporting HM Naval base in the Devonport Dockyard
• the site
  > Plymouth How affords the views of the Plymouth Sound, a natural harbour that connects the city to the English Channel
• the architecture
  > the city is build from Portland limestone

Question 4

What were the outcomes from the rebranding Plymouth?

Answer 4

• Mayflower 400th festival in 2020
• construction of a £25 million international history centre made by lottery funding to house the city’s museum, art gallery, records, film and TV archive
• a trailhead attraction in the cities new district

Question 5

Who were the audiences for the rebranding of Plymouth?

Answer 5

• marine and manufacturing industries
  > current and potential employers based in Devonport and South-west region
• creative industries
  > potential employers in advertising, architecture, design, media, arts, publishing and others
• young people
  > people who was to study or relocate for work in the city
  > two universities
• local population
  > Plymolians contributed to the vison and what they would want to see in the museum

Question 6

What place was rebranded for Tourism?

Answer 6

• Llandudno and Alice Liddell
• a holiday resort build in the nineteenth century