Vivid to rebrand Industrial Powerhouse visitor project
Manchester agency Vivid has been commissioned to rebrand the north west of England's Industrial Powerhouse tourism project.
Industrial Powerhouse was set up in 2004 to try to attract visitors to explore the region's famed industrial past, promoting events, museums and places steeped in north west history.
The programme is funded by some of the region's tourist boards, including Visit Manchester, which has appointed Vivid on the back of a review into how the Industrial Powerhouse brand can improve.
The agency’s first task is to interpret the recommendations taken from the review, create and then test a new brand identity before developing it into a range of creative assets.
Vivid director Rachel Emson said: “From the review, it was felt the term ‘Industrial Powerhouse’ didn’t resonate with the consumer and the decision has been taken that it should not be the lead brand when marketing to a general audience.
“From the work we have already undertaken, ‘Modern History’ has emerged as a strong platform and will now be tested among focus groups and opinion leaders. It is felt that by bringing out the ‘story’ in ‘History’, it will play on the emotions of the region’s industrial heritage, where its history is brought into today’s contemporary and modern age."
If the new Modern History brand is a hit with focus groups, it will the be used in print advertising, e-newsletters, web design and other marketing materials created by Vivid.
Once the brand is confirmed the agency will continue to work on the creative execution until March 2012.
The Industrial Powerhouse project has been allocated £1.6million to promote the north west over the next three years.