Thursday, November 10, 2016

Breathing identity for Eastbourne

Eastbourne is a town on England's southeastern coast and a traditional seaside resort. It was recently given a new visual identity that it hopes will lure more visitors. It was developed by Bath-based agency Mr B & Friends.

With Visit Eastbourne representing the client, the agency consulted many stakeholders to develop a complete identity programme. It is based on Eastbourne's "breathtaking" qualities and built around a concept called 'Breathe it in.'

From a press release:
Eastbourne has long been a popular destination for tourists seeking authentic British charm, stunning natural environments, a great climate, and a huge range of leisure activities.

The challenge came from Eastbourne being victim to misconceptions that it was a retirement town, which meant a decline in young people and families visiting or settling, according to research carried out by VisitEastbourne. It was clear that there was an opportunity to create a progressive brand for Eastbourne that elevated current perceptions.

Agency CEO Simon Barbato led the brand strategy element for the project and commented: “Quite simply, Eastbourne is stunning and with everything that it has to offer, from adrenaline filled experiences to the serenity of the natural landscape, it’s certainly a place for everyone. We needed to break the myth and tell this great story. Our approach is to consider where next for all of our clients. The brand strategy we created for Eastbourne does this perfectly.”

Via VisitEastbourne, the agency collaborated and facilitated workshops with over 35 participants representing local stakeholder groups including business, tourism, education, residents groups and local council officials. The 12 month project concluded with the development of a new brand strategy, place brand identity, tone of voice and messaging, and brand guidelines that have been rolled out into visitor guides, website, social channels, campaign assets and place branding signage.

Creative Director Kate Gorringe continues: “ Eastbourne is simply breathtaking – a feeling which kept coming back to us. It was the seed that led to ‘Breathe it in’ – the organising thought which encapsulates the sheer beauty, serenity, adventure and excitement to be found in this surprising town.”

Annie Wills, from VisitEastbourne, led the project internally: “Eastbourne is the jewel in the crown of England’s beautiful South Coast, but our reputation meant that we were not reaching our potential. Our new brand gives us a strong sense of identity that communicates the civic pride that exists here. It also tells the story about Eastbourne: tranquility, excitement, entertainment and wonderful natural environment. The new brand will help us to firmly put Eastbourne on the map domestically and internationally as a hugely attractive tourism and commercial proposition.”

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