Wolff Olins to raise region’s profile

Wolff Olins has been handed the task of developing a profile for the south west of England following its appointment by three key bodies in the region, including the South West Regional Development Agency.

The consultancy will create a ‘look and feel’ for the region that will be implemented across all communications, and includes an identity for the south west. It is also working for South West Tourism and the South West Regional Assembly.

The consultancy has begun the planning process, which includes interviews and workshops with representatives of the three bodies, a phase that is expected to last between two and three months.

‘This is much more than just a branding approach. We need to get to the heart of what makes the south west special. Wolff Olins will develop a profile that will include a look and feel for the region,’ says a South West Regional Development Agency spokesman.

‘This profile will be embraced by businesses, tourism bodies and venues, public organisations and local authorities across the region. We want to increase tourism, we want greater inward investment and to make the south west more attractive as a relocation venue,’ adds the spokesman.

Work, which could also include the design of a website, is expected to be rolled out from the end of the summer. An advertising agency will be appointed to create a campaign to promote the region later in the year. At least £2m will be spent on raising the south west’s profile over the next two years, says the spokesman.

Wolff Olins was awarded the work following a four-way pitch that involved a credentials presentation and strategic and creative proposals.

The south west is home to five million people.

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