Halo Media is set to create a new identity for the county of Worcestershire to boost visits by young professionals.
Worcestershire is split into six districts: Redditch, Bromsgrove, Wyre Forest, Worcester City, Malvern Hills and Wychavon, which all have their own look and feel, and the Bristol-based consultancy plans to unify them with its designs.
Destination management organisation Destination Worcestershire appointed the group after a 30-strong tendering process, followed by a six-way pitch in February.
Rod Nipper, manager of Destination Worcestershire, says the consultancy was appointed on the strength of its work rebranding Somerset.
Halo rebranded Somerset last year (DW 9 July 2007) and also worked on Visit Bristol, Tour of Britain and Visit Weston-Super-Mare.
Nick Ellis, creative director at the consultancy, says it will focus on the concept of weekend breaks in its interpretation of the open brief, rather than just the summer holiday market.
It will be applying its designs to brochures, the website, exhibitions and tourist events including the county’s Three Choirs Festival and The Blossom Trail, Malvern Hill’s walking event.
Halo’s designs will be rolling out throughout the year, but this month the consultancy will reveal the identity, followed by an advertising campaign which will run from July to September, as well as a further campaign in December and January.
‘We plan to highlight Worcestershire’s dramatic scenery, its ‘green and pleasant land’ English qualities and its importance to the nation as the birthplace of Land of Hope and Glory’s composer Edward Elgar,’ says Ellis.