Brand identity stakeholder consultation
New technology is changing the way that visitors are finding their travel inspiration, the way they book and how they interact with our destination when they are here. They are looking for authentic experiences and to discover local haunts outside of traditional tourist hot spots. They want to feel a sense of personal growth and to feed their own digital channels with enviable imagery.
This means that we need to change the way we organise and promote our destination so that we can provide the right information, at the right time, to the right audience and most importantly, give people a reason to visit now.
A year of in-depth research and focus groups, including both visitors and tourism businesses, has led us to this point.
The concepts that we are presenting to you have been developed using insights drawn directly from consumers. They look beyond the administrative boundaries that are invisible to our visitors, breaking the county down in a way that better reflects the varied product that Kent has to offer. Presenting our stories in a way that makes better sense to the visitor.
It’s important to remember that we will still be promoting the county as a whole, and that these supporting-brand identities will build on the county-wide Garden of England messaging. We will use shared themes to tie the county message together with the branding helping to draw out the nuances of each area.
This consultation is an important stage in the development process as we want you, our partners, to own and use these identities. We will be more effective as a destination if we can reach consumers with a shared message beyond the Visit Kent channels. To support this way of working we will be forming cluster working groups to encourage more collaboration between businesses on a local level and across themes.
Following the consultation, we will review your feedback and make any appropriate amends with the roll-out beginning in the new year. There will be detailed guidelines and a new resource hub where you’ll be able to access assets that you can easily apply on your channels. There will also be opportunity for partners to submit images to be incorporated that meet the brand guidelines.
Please provide any comments by 18th November 2018
Download the consultation document
Please provide your feedback via the online survey
