The need to re-brand

Aim: To understand the reasons why rural and coastal areas need to re-brand

Urban re-branding is needed due to loss of function e.g. docks or mining. Cycle of poverty leading to deprivation, unemployment, poor housing and social problems

Read the Guardian article ‘Weathering the storm’ and

mindmap some of the reasons why coastal areas on in decline

Think about what you have learnt so far about rebranding. How could these places be rebranded for the twenty-first century?

• Exploration: A small number of tourists explore a new location, for personal adventure.

• Involvement: Acceptance by the locals increases then the destination becomes more popular. Travel and accommodation facilities are improved.

• Development: Local people become more involved and the area becomes established as a tourist destination, with a defined market. Package holidays begin.

• Consolidation: Tourism has become an important economic and social activity. Resentment occurs. Numbers of tourists continue to rise but rate of increase slows down.

• Stagnation: Increased local opposition to tourism, plus a growing awareness of environmental, social and economic problems, prevents further growth.

• Rejuvenation: A secondary growth spurt brought about by a new impetus.

•Coastal decline of traditional fishing industry competition from overseas holiday •Cheap flights, •Remoteness and inaccessibility•Challenges of high concentrations of migrant labour•High concentration of elderly•High cost of housing•Loss of young blood for other opportunities (loss of schools, etc. — spiral of decline)

Down in the countryhttp://news.bbc.co.uk/1/hi/uk/3602842.stm

Reasons for re-branding:Rural Declining populationAgeing societyLimited employment opportunities (low paid,long travel distances)Agriculture in decline (low milk prices, bovine TB, etc.)Limited availability of public transportLack of low-order retail services.

http://www.guardian.co.uk/society/2007/sep/12/communitiesYou are going to research the profile of a coastal and rural place in need of re-branding. You will then add this to your Docklands example of why places need to re-brand.Read the article and choose a seaside resort. Choose a deprived rural area Research the profile and ‘identity’ of your chosen places. Build up a fact file on why coastal and rural areas need to re-brand

http://www.guardian.co.uk/society/2007/sep/12/guardiansocietysupplement.communities

Techniques toolkit: some examples• Exploration of an area—Use maps and other sources to produce a

map of such locations.• Use of document analysis: what type of image is being portrait in

adverts, websites, etc?• Use of census information to help build a profile• Find photographs and annotate them to help build up your profile• A ‘Placecheck form’ can be used as a basic way of evaluating a

rural or urban environment:http://www.placecheck.info/placecheck_form.htmhttp://www.communities.gov.uk/communities/neighbourhoodrenewal/deprivation/deprivation07/http://www.communities.gov.uk/documents/communities/pdf/733520.pdf