A Place Marketing Strategy for Chester
Within its Single Action Plan, CCM and its partners have helped to create a sustainable Place Marketing strategy for the future.
We have worked with four European Partners, Limerick (Ireland), Ourense (Spain), Valimar (Portugal) and the Conference of Atlantic Cities to create a holistic marketing methodology, applicable for use by other European regions.
SPAA (Sustainable Promotion of the Atlantic Area) is a project supported by the European Regional Development Fund and seeks to promote the economic development of European towns and cities by testing the impact of an integrated marketing approach based on their local distinctiveness. Chester was a lead partner on the project, which was conceived by Chester City Centre Management.
Through the SPAA programme, Chester has gained place marketing strategy, enhanced its local marketing partnership, and implemented a series of tactical marketing campaigns and further developed loyalty card technology through the Charisma scheme. All funded by pooled partnership resources and supported by match funding from the EU.
This catalyst enabled considerable growth in the resources applied to annual tactical marketing campaigns across a range of sectors. Chester will be able to increase the focus on the consumer within its economic region.
City Centre Management in partnership with the Cheshire West and Chester and Visit Chester and Cheshire is co-ordinating tactical campaigns now, providing a brand image for the City, offering an umbrella for campaigns run by businesses operating in the City. The synergy of approach generates considerable added value. Supporters find the profile they and their City are getting far outreaches that which they can generate for themselves and the amount of private sector support for campaigns is increased.
Download a copy of the Place Marketing Strategy (PDF)
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Christmas 2007 Campaign Information