Marketing a City

With online shopping going from strength to strength, and out-of-town retail centres and megastores on the increase, brick-based retail is having a hard time — but it’s fighting back strongly. In particular, Business Improvement Districts (BIDs) have enabled investments in communication and destination branding for town centres. The challenge for Truro was to re-establish its brand position as the first-choice for shopping and business for local communities, and to put it on the map more assertively as a day-trip destination for Cornwall’s visitors. To do this we first embraced the essence of Truro and created a logo and strapline. This was followed by radically re-thinking the Truro Guide – evolving it from being a passive annual guide book – to a consumer-focussed seasonal “guide-a-zine”, supported sustainably by relevant local advertising.

What we did

– Brand positioning and strapline

– Logo and visual identity

– Outdoor advertising

– New concept and business plan for Truro Guide

– All ad sales and on-going management for Truro Guide

– All on-going content and production for Truro Guide

– Full city wayfinding system (work in progress)