What does these have in common?

What does these have in common?
Why?
Where in the world?
What? Why? Where? When?
Rebranding Places
Rebranding is the way or ways in which a
place is redeveloped and marketed so that
it gains a new identity. It can then attract
new investors and visitors.
Liverpool is a good example of a city
which has created a new image for itself or
has rebranded.
Liverpool
Liverpool, an example of rebranding.
Liverpool has used culture to rebrand and in
particular the 2008 European Capital of
culture status to raise its profile.
Cultural Facilities – The development of art
galleries, museums and cultural events have
been central to the redevelopment of
Liverpool.
Why did Liverpool need to
rebrand?
What do you already know about Liverpool?
Hint – think about its history/what was it famous for?
Write down 10 things.
Liverpool’s History
Liverpool’s docklands were a major trans-Atlantic port.
“Big ships used to steam out of Liverpool for New York.”
The Docklands generated huge
employment
Liverpool was a major transport hub
Liverpool’s History
The textile industry
generated huge employment
Collingwood Estate Wool Industry
Negative Multiplier Effects
In pairs state what the negative multiplier
effects of declining docklands and industry
would be.
Unemployment can lead to a spiral of
decline. What does this mean?
Draw a spiral of decline on your mini
whiteboard and annotate it. Get ready to
explain your spiral to the rest of the group.
See page 293 edexcel text book.
Why did Liverpool need to
rebrand?
Decline of docklands
Industrial decline e.g. cotton mills & ship building
Why?
Cheaper imports from abroad
Cheaper labour overseas
Greater use of air freight
Consequences?
Unemployment
Poverty and deprivation
Poor quality housing
Poor general health
You have 1 minute to tell the person next you
everything you know about Liverpool.
Can you add anything they missed?
I support Liverpool,
European Capital of
Culture 2008
because the city has
never lost its
magical buzz even
through its hard
times. It is time to
rise again." Mel
Chisholm, AKA
Sporty Spice, 08
Ambassador
How did you interpret the following?
Re-imaging
Rebranding
Regeneration
Flagship project/development
Homework - Discussion
-
Use the internet and a geography textbook to compare the
interpretation of the following terms:
Re-imaging – positively changing the standing and reputation of a
place through specific improvements e.g. improving cultural identity
or sporting excellence.
-
Rebranding – developing a place to reposition its image and change
people’s idea of it, helping to ‘sell’ the place to a target audience.
-
Regeneration – positively transforming the economy of a place that
has displayed symptoms of decline.
-
Flagship project/development – large scale, high profile and high
investment projects such as major new museums, art galleries,
theatres or sports facilities.
http://www.bbc.co.uk/liverpool08/video/
For ten weeks every two years the city of Liverpool is
transformed into the most amazing living gallery of new
art, showcasing the best contemporary artists from
around the world.
After attracting the most visitors yet in 2008, Liverpool
Biennial 2010 saw a continued emphasis on
commissioning the most ambitious and challenging new
work offering the largest concentration of contemporary
art anywhere in the UK.
Liverpool Biennial 2012
IN
PICTURES
So what are the benefits of
rebranding?
In pairs discuss what the benefits of
rebranding are.
Put your ideas into a spider diagram.
Prepare to discuss your ideas with the rest
of the group.
Positive Multiplier Effects
In pairs state what the positive multiplier
effects of gaining the status of capital of
culture would be.
Get ready to share your ideas with the
group.
Organise the positive effects into a flow
diagram.
Liverpool Article
1. What is Liverpool One?
2. Liverpool One is an example of…?
3. How much was invested in Liverpool for Capital
of Culture?
4. How much additional income was generated in
2008?
5. What has RopeWalks become popular for?
From the Liverpool Daily Post….
• Today the city and the whole of Merseyside steps over
the threshold into a vigorous and visionary future.
• Life for Scousers will never be the same again. It is
guaranteed to be better and brighter.
• When Glasgow held the lesser title of European City of
Culture in 1990, tourism figures rose by 80% and the
Clydeside economy was boosted by £14m in the first
year.
• Today's result is forecast to see 1,800 extra tourists each
and every day spending an additional £220m on
Merseyside up to and beyond 2008.
• There are also likely to be up to 15,000 new and
sustainable jobs in the region.
This is the new logo that is designed to sell Liverpool to the world as it rebrands itself
following Capital of Culture.
It is designed to be an evolution of the popular and successful 08 logo used for the city's
Capital of Culture year.
It will be freely available for all businesses, organisations, and individuals to use.
The logo forms the basis of rebranding Liverpool as sparky city that is on the up.
City regeneration agency Liverpool Vision has recruited a number of brand ambassadors
to speak up for the city.
They include well-known figures like Cream co-founder James Barton, the owner
boutique store Cricket Justine Mills, screenwriter Frank Cottrell Boyce, and Zutons
saxophonist Abi Harding and her sister Chloe, a director at Liverpool's Science Park.
Others are Gary Millar, co-owner of Parr Street studios and city councillor, and Janet
Hemingway, director of the Liverpool School of Tropical medicine.
Liverpool plans £150,000 rebranding project
Oct 3 2008, Liverpool Daily Post
LIVERPOOL is to spend £150,000 to rebrand itself as a world city.
Council officials believe the city’s brand at present is not as strong or as positive as it should be.
The money will come from the Local Area Business Growth Initiative (LABGI) – cash handed back to
councils from increasing business rates in the city.
A council report states: “Famous or successful cities are usually associated in people’s minds with a
single quality.
“Paris is romance, Milan is style, New York is energy, Washington is power, Barcelona is culture.
“Liverpool Branding project will seek to provide a powerful and positive Liverpool brand that is both
desirable to investors and visitors.”
Was the capital of culture a success?
Guardian article
Museum of Liverpool
But Liverpool is not just using culture to
rebrand….
Education
• Royal Liverpool Hospital – Teaching Hospital
• Liverpool University
http://www.liv.ac.uk/study/city/
• Liverpool John Moores Univeristy
http://www.ljmu.ac.uk/
Retail
• Out of town shopping centres
http://www.visitliverpool.com/site/shopping
Regeneration of Docklands
• 1981 – 1998 the Merseyside Development
Corporation was responsible for the
regeneration of the Docklands
Echo Arena on Waterfront
Regeneration of Docklands
Residential
Cafes, Bars,
Restaurants
Holiday homes,
hotels
Offices
Liverpool uses its history to rebrand itself….
http://www.bbc.co.uk/liverpool/content/artic
les/2005/01/05/year_of_sea_events_featur
e.shtml
What are the positive multiplier effects of
using education, commerce, retail and
regeneration to rebrand?
Why is it better to use several focuses for
rebranding rather than one?
10 minute challenge
Write a press release, speech or radio
advert to promote the city of Liverpool. Try
to emphasise how the city has rebranded.
Are there any risks in an attempt to
rebrand?
-
Homework
Use the internet and a geography textbook
to compare the interpretation of the
following terms:
Re-imaging
Rebranding
Regeneration
Flagship project
Exam Question
Name an urban area which has
successfully rebranded itself. What have
been the economic, social and
environmental impacts of rebranding?
(10 marks)
Homework
Read pages 292-298.
Make notes under the following headings:
Cities in decline
Countryside in crisis
Problems at the seaside