1. Lancashire and Blackpool Tourist Board Tony Openshaw Director of Marketing A New Branding For Lancashire

2. Positioning: The unique position in people’s minds that we seek to own

4. The Brutal Truths – it is hard to find a brand territory Some are forgotten Some are fighting for the same territory Some stand alone

5. Brand Scape Yorkshire Country Face North East City Face Midlands Faceless Lancashire Many Faces

6. Emotional Rational Brand Scape – how regions position themselves Wales North East Yorks Somerset Devon The Lakes Cornwall Midlands Visit Scotland

7. Positioning Regions Positioning: The unique position in people’s minds that we seek to own Focus on the visitor Ireland Rational Cornwall Emotional Devon North East Somerset The Lakes Midlands Wales Visit Scotland Yorks Focus on the region

8. Positioning: The unique position in people’s minds that we seek to own Brutal Truth We must challenge people to re-appraise Lancashire We need a position that blends our unique assets plus an emotional reward for the visitor

9. Brand Vision Positioning: The unique position in people’s minds that we seek to own Through its compelling contrast of country, coastline and cities, its fabulous food, genuine warmth that makes you feel special and an abundance of fun things to do together, Lancashire is; The Home of the Good Things in Life It differentiating values are: Big Wows & little wows – we celebrate the special little things that make a trip memorable and the huge unforgettable big things! Closeness – physically close and emotionally close, togetherness Realness - real food, real fun, no falseness, unpretentious Traditional Quality – everything done the proper way, Genuine Warmth – the essence of northerness Brand Essence: Your feel-good county

10. Brand Architecture Positioning: The unique position in people’s minds that we seek to own Countryside Lancashire The Home of the Good Things in Life Coast Families Entertainment Food & Drink Heritage Blackpool Sport

11. Positioning: The unique position in people’s minds that we seek to own Winning Themes Country Escapes Family Fun Coastal Contrasts Heritage Revealed What’s On Taste Lancashire

12. No-one tries harder for customers Every Little Helps The card you use for things that matter Some things money can buy.For everything else there’sMastercard The home of the good things in life Lancashire – where life feels good Remember that positions are not strap lines Positioning: The unique position in people’s minds that we seek to own

13. Our New Look Logo

14. Why are Guidelines a Good Idea? Positioning: The unique position in people’s minds that we seek to own By creating and reinforcing a consistent ‘look’, ‘feel’ and ‘tone of voice’ everything that is produced online or in print will be instantly identified. This consistent approach will strengthen our brand and help it become recognised and trusted by the people we want to reach - our visitors. Visit Lancashire Website

15. Creative Development

16. Positioning: The unique position in people’s minds that we seek to own

17. Positioning: The unique position in people’s minds that we seek to own

18. Our Brand Themes Heritage RevealedFeel the pulse as it beats at the heart of the Industrial Revolution.Listen to the landscape as it whispers the secrets of the Pendle Witches.Walk in the footsteps of royalty and revolutionaries as you unlock the legends of Lancashire.

19. Our Brand Themes Positioning: The unique position in people’s minds that we seek to own What’s OnHop, skip and jump into Lancashire’s action packed playground.Relax, sit back and enjoy the entertainment, experience and memories.Be entranced by the Illuminations, they light up more than just the sky.

20. Our Brand Themes Positioning: The unique position in people’s minds that we seek to own Taste LancashireSample the unique taste of Lancashire on your culinary journey.Lancashire’s warm welcome will make you feel like you are dining amongst friends.Savour the flavours and aromas of Lancashire’s own hotpot.

21. Colours We’ve developed an exciting palette of colours that have been specially chosen to reflect the varied experiences that can be enjoyed in Lancashire. Unlike other palettes that can be restricting, you can choose any colour that you think best reflects the mood or content of the message to be conveyed, or complements the selected theme or image. Positioning: The unique position in people’s minds that we seek to own

22. Design Examples Positioning: The unique position in people’s minds that we seek to own

23. Design Examples

25. Product Record – ‘off brand’ Example 1 – En-suite accommodation throughout, conference facilities and a large car park at the back of the hotel. The hotel is situated on the sea front, just a 5 minute walk from the town centre. Close to the promenade, shops and train station. Example 2 – A large comfortable establishment situated only 50yds from the promenade with facilities and entertainments. All of the bedrooms are en-suite, have a colour TV and central heating. On-site car parking is also available.

26. Product Record – ‘on brand’ Example 1 - This handsome Victorian house has been specially refurbished and is now Preston's only 5 star gold rated accommodation. The grand beds are covered with Egyptian cotton bedding and the luxurious toiletries make it worth staying in the tub for an extra 10 minutes. Freshly prepared breakfasts and home cooked evening meals in our comfortable dining room will make you feel completely relaxed. Example 2 - Elegantly furnished and beautifully appointed, these lovingly converted stone-built farm buildings are situated in The Forest of Bowland. In the summer you’ll want to make the most of the outdoor seating and barbecue whilst listening to the babbling brook. In the winter you could make your way to one of the local pubs and find a cosy spot next to a roaring fire, or you could stay in and curl up with a good book in front of our wood-burning stove.

27. Branding Work - Conclusion New Photography Commissioned New branding approach started to be developed in latest campaigns and for 2010 Branding Guidelines Produced