Purpose

Adoption of new city brand strategy to
re-position the city as a place to live and work. To support
attraction of new talent to the city and jobs growth.

Decision

 
Purpose of
Report
 
Update to Cabinet following completion of the
work to create a Brand repositioning Strategy for the city.
 
 
Decision
 
Cabinet agreed to:
 
1. Support the city-wide brand strategy and
new narratives to position Plymouth as a place to ‘live,
work, study and visit’.
 
Reason:
 
To create positive external perceptions of the
city and repositioning Plymouth as somewhere to live,
work, study and
invest. This in turn will support long term growth in the city
particularly the work of  ‘Team Plymouth’, Plan 4 Homes,
and the Local Economic Strategy.
 
2. Adopt key components of the city branding
work including narratives and visuals and ‘main
streams’ them into key delivery programmes including
‘Team Plymouth’, Homes England housing development,
recruitment initiatives and Plymouth Plan where consistent,
positive city wide messaging is required.
 
Reason:
 
To ensure that consistent messaging reflecting
the strengths, unique personality, character and positives of
Plymouth are used widely both within the city and externally and
are amplified outwards. This will help to change perceptions of the
city over time.
 
3. Mandate Destination Plymouth to a broader
remit as a city-wide place marketing organisation with strategic
responsibility for leading the brand strategy and implementation,
positioning the city’s ‘place’ brand going
forwards as well as continuing to drive the Visitor Plan.
 
Reason:
 
To provide strong and broad city leadership
and focused support for the city’s place brand.
 
4. Recognise the support of key city partners
in funding and driving this work forwards.
 
Reason: The creation of the City Brand
Strategy, research to support it, key city narratives and new
visuals would not have been possible without funding from Babcock,
Princess Yachts, University of Plymouth, The Box and UK shared
Prosperity fund.

Alternative options
considered and rejected
 
Cabinet considered the alternative options as
set out in the report.