A new brand and identity is to be created for Eastbourne to promote it as premier tourist destination and excellent place to live and to do business – at a cost of £30,000.
An external specialist will be appointed to work with Eastbourne Borough Council to create what tourism bosses are calling ‘a shared brand and identity for the town’. They say research shows that Eastbourne has tried to be all things to all people without a clear identity and obvious brand recognition.
Tracey McNulty, senior head of tourism and leisure, said, “While Eastbourne enjoys the recognition of being the sunniest place in the UK and this strapline is widely used on promotional literature, a brand mapping and development exercise needs to be completed to establish an all encompassing brand identity that is authentic, recognised, embraced and represented by our residential and business community.
“Eastbourne is a much-loved town in which to live and do business as well as being a premier visitor destination with a rich mix of architectural and environmental treasures, natural and cultural attractions. This combination stands it in good stead to face the challenges of diminishing resources and market competition which can be enhanced further by engaging as many people as possible in agreeing our shared identity and enabling that identity to be shared and promoted. Harnessing the energy and passion of residents, businesses and key stakeholders including colleagues in other Sussex destinations, the county council and governing bodies such as the Lawn Tennis Association and Arts Council, will benefit the town and generate satisfaction and awareness in target markets, be they respective residents, day or overnight visitors to the town or businesses considering investment opportunities.”