WHEN it comes to branding, Glasgow may be miles better, but Ayrshire & Arran will soon be leading the way with a vibrant new brand.
Over 100 local business people gathered at the Ayrshire Connections Exhibition at Ayr Racecourse this week to be part of the launch of the brand new Ayrshire & Arran brand.
Says a spokesperson: “The launch of the brand represents the culmination of a partnership approach to developing a unique Brand for the region.
“The involvement and commitment of the three local authorities, Scottish Enterprise, VisitScotland and Ayrshire Chamber of Commerce has been an exemplar of public-private sector partnership working together for the benefit of Ayrshire & Arran.
“All the partners contributed funds to begin this project back in November 2009. Consultants were invited to submit a tender for the preparation and completion of an Ayrshire & Arran regional brand. The contract was won by Ayr-based Ocean Agency. A programme of consultation was developed and input was sought from a wide range of Ayrshire organisations.
“The new brand is a catalyst for creating a unified approach for marketing, promoting and investing in Ayrshire & Arran.”
Ayrshire Chamber chief executive, Martin Cheyne, said: “We are glad to see the combination of consultation and hard work coming to fruition. It has long been discussed that a recognisable umbrella to ensure Ayrshire & Arran is portrayed as an ideal destination for work, life, investment and play is a requirement. Today sees the start of a new look Ayrshire & Arran.
“Whether you are a manufacturer, or a service provider, we want you to use this brand. One could envision every product made in Ayrshire carrying this brand, every service provided carrying the brand, every hotel, restaurant, B&B, every leisure facility – indeed, a limitless opportunity for organisations to adopt a cohesive and uniquely identifiable brand for Ayrshire & Arran.
“This is exciting. This is an opportunity. This is the right time, as we come out of a recession, for us all to stand firmly behind the brand, ensure it is used to promote the best of Ayrshire & Arran, the excellent products and services we provide and the really good people who make up Ayrshire & Arran.”
A number of organisations have already embraced the Brand and signed a pledge to become ambassadors of the brand, incorporating the new logo and straplines in their marketing materials.
Douglas Reid, leader of East Ayrshire Council said: “East Ayrshire has been working with North and South Ayrshire Councils, we are all of the same opinion that we need to sell Ayrshire and Arran as a brand.
“Ayrshire will always be with us and we’re very much proud of that. I’m from Kilmarnock and Ayrshire will always be part of my heritage.
“We see Ayrshire as an internationally-recognisable brand that will attract people to the area. We wish it every success.”
Mike Newall, head of Planning & Enterprise at South Ayrshire Council, said: “I think it’s important that South Ayrshire signs up to this brand because it shows Ayrshire in its truest form joined together with a wonderful brand and lots to offer people.”
Susan Crossthwaite, Cosses Country House, said: “I think it is particularly important having the brand to unite the product that Ayrshire & Arran has as it has a fantastic product for tourism.
“People should come for all the things we have to offer and I think the ‘Ayrshire & Arran – Just be here’ is part of that and it’s a huge opportunity for the area.”
Norman Geddes is senior partner at Frazer Coogans Commercial Solicitors and executive chair of the Elite Ayrshire Business Circle.
He concluded: “This is an opportunity for businesses throughout Ayrshire to pull together and unite under one brand to indicate the excellence of our county’s products and services, and to tell the world what a wonderful place Ayrshire is to live, work, visit and do business.”
The brand logos are available to download from:
www.ayrshire-chamber.org/brandtoolkit.asp
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