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.