Leading consultancy to create brand for Plymouth
THE company which rebranded trouble-torn Belfast and a plush waterside area of Dubai has been chosen to create a new public image for Plymouth.
Top international brand consultancy Lloyd Northover has been appointed by Plymouth City Development Company (PCDC) to create a new brand identity for the city.
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The firm will lead the project to design a 'toolkit' of brand components which will form the foundation for a wide range of future marketing and investment campaigns for Plymouth.
The appointment follows a tender and interview process led by PCDC in which local and national companies were invited to bring forward their ideas.
Lloyd Northover is based in London with offices in Barcelona, Dubai, Hong Kong and Singapore.
Its clients have included the British Council, Glaxo Smith Kline, Merrill Lynch and Lexus.
The company also has extensive experience of working with cities and regions on developing their brands, including Belfast, Dubai Maritime City and the Black Country area of the Midlands.
It's work on developing Plymouth's brand identity is expected to be completed in about three months and will involve consultation across the Plymouth community as well as drawing on previously conducted brand research and development in the city.
Once the core brand is in place PCDC expects to work with local and national agencies to use the new identity in developing specific campaigns targeting key areas for growth and inward investment for Plymouth.
Rebecca Price, managing director of Lloyd Northover, said: "Plymouth will be a flagship project for us and we're proud to be working with the city.
"Based outside the area, we see the real, positive strengths of the city. Collaborating locally will enrich that perspective.
"We want to celebrate not only the incredible history and exciting future of the city, but what Plymouth is today too."
Gavin Carrier, chief executive of PCDC, said: "It is absolutely vital for Plymouth to have an unambiguous identity which clearly sets it apart from other cities and reflects its fantastic array of unique assets and attributes.
"We very much look forward to working with Lloyd Northover and key city stakeholders to create a brand with which all Plymothians can identify and which they can use to spread the word about the great things Plymouth has to offer."
Matthew Cross, PCDC director of marketing and inward investment, said: "We are delighted to have secured such a highly experienced team to work with us in creating a key set of values, messages and visual components which will allow Plymouth to be marketed coherently at regional, national and international level.
"We want to capture the best of Plymouth, its aspirations and opportunities and present this in a way which changes perceptions of the city and highlights Plymouth as a great place to live, work, set up business or visit.
"The brand identity is a first step in this process. It will provide a framework which can be used by businesses and organisations across the city for future campaigns promoting everything from inward investment, employment and education opportunities to tourism."
Mr Carrier added: "We want to include local organisations and agencies in the process and we will be offering opportunities for them to get involved as the programme develops.
"We have also arranged for two University of Plymouth design students to have the opportunity to work alongside the team, giving them invaluable experience of working on a major live project."
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by Not out of it, innit?
Thursday, February 11 2010, 3:21AM
“¿Vor, somewhere nice¿. You are, of course, correct. The worst hotspots ¿ including the areas: Southway; Whitleigh; Efford; St Budeaux; Kings-Tamerton; Ham and Lower Ham; North Prospect; Keyham; Devonport; Stonehouse; and Efford; all, according to recent government statistics, have a 97% - 100% C.I.R. (Chav Infection Rate)¿I¿m sorry to report that these are some of the highest infection rates in the country! Whilst smoking, poor diet and low standards of cleanliness do lead to early demise, and help keep some sort of lid on the problem, the amount of breeding and inter-breeding within this social group - (lead partly by housing incentives and large amounts of extra time on their hands through un-employability, and attempts to emulate the sort of lifestyles they encounter watching endless re-runs of ¿Shameless¿ on their cable TV¿s) ¿ means that the problem is slowly reaching saturation point within the city boundaries. There are even some reports circulating that K.F.C. consumption in the city is itself reaching epidemic proportions, with up to 7 ¿bargain bucket¿ meals being sold in the city for every 1 piece of fruit or veg! Alarmingly, there are also reports of more tracksuit-bottoms being owned and worn in the city than in the whole of Eastern Europe. Worrying statistics indeed!”
by vor, somewhere nice
Thursday, February 11 2010, 12:53AM
“I've lived in 5 cities in my time and I have to say Plymouth is most chavvy. Most cities have areas of Chav Culture, with high density chavness and pitbulls.
Plymouth is different in that it is like a chavvy ladybird. Lots of chav hotspots. As such the areas of chav influence tend to overlap to some extent. This is quite unlike other cities.
Genrally they have what are called Chettos (Chav Ghettoe). Stay out of these and you generally don't want to get a teenager pregnant while being watched by your family and pitbull.
Until this epidemic of chavity is curtailed anything nice in the city (and there are nice bits) is contaminated by the Swilley Facelift brigade, multiple babies and fag in mouth.
While I understand that some of you can actually read and are by definition are not chavs, until the city stands up and say "My name is Plymouth and I'm a chav" it won't change”
by Bid si, plymouth
Wednesday, February 10 2010, 10:51PM
“who on the PCC is gettinga free Holiday?”
by Dick Barton, Plymouth
Wednesday, February 10 2010, 8:22PM
“I¿ve got just one question and contrary to what it seems I believe in Plymouth, where will they land the high flyers they want to attract? We have barely the runway space for a Sopwith Camel. I think I hear the sounds of suits with their heads firmly placed up their collective behinds. I wait with baited breath.”
by Mu, Plymouth
Wednesday, February 10 2010, 8:20PM
“Kerry I agree with you. This city is NOT full of chavs although there are too many for my liking. The Labour Government has unfortunatley encouraged inter-breeding of the underclass and have been very successful. You only have to look around certain areas to see the local chavs, cigarettes in mouth, foul language, a couple of kids a rainbow of colours due to multiple fathers, buggy, chav gear, usually pregnant again for the move to a 3 bed!. I say enough is enough, the majority of citizens are NOT chavs, they are well behaved, working, friendly and proud of their city. We have the beautiful Hoe, Mountbatten, Lighthouse, beaches, moorland of Dartmoor etc etc. We the normal citizens enjoy our surroundings and must add that CHAVS are everywhere especially where you have Labour MP's encouraging a chav bredding programme. Plymouth I think has alot to offer, don't knock it and see what can be achieved with the effort and will that is required.”