A £2m campaign to promote BrontÃ« Country in North Yorkshire, one of Britain’s most famous literary heritage sites, as a destination for rural tourism will be launched next week, with branding and identity work by Dulay Seymour.
The BrontÃ« Country brand has existed for ‘a number of years’, says Dulay Seymour account planner Andrew Palmer, but the BrontÃ« Country Partnership, a consortium of businesses and visitor attractions in the region co-ordinated by Yorkshire Tourist Board, has come together to ‘reinvigorate’ the marketing and the visual identity.
The revamped identity will be used to promote the region around the world ‘from London to Japan’ to both potential tourists and people working in the travel industry, says Palmer.
A trade press advertising campaign will launch on 7 March.
Consortium members, which include the BrontÃ« Parsonage Museum and the Keighley & Worth Valley Steam Railway (the location for the film The Railway Children), will also be encouraged to make use of the identity in their own publicity ‘as a watermark for quality’.
Palmer says that the design budget was limited, but that the identity has to carry a lot of impact. Dulay Seymour was appointed on the recommendation of a consortium member after a formal pitch process failed to deliver a creative consultancy.
Further branding work is expected from both the BrontÃ« Country Partnership and the members as the campaign gears up.