Dragon’s Staffordshire story

Dragon, the brand agency group tasked with putting Staffordshire on the map, has launched the new positioning, identity and communications for the project.

The consultancy won the four-year contract worth £300 000 a year in a four-way pitch in January 2006.

The Staffordshire story, which highlights the county as a ‘world of possibilities’, emphasises all the leisure attractions available in the area. It also focuses on the county’s central English location.

According to Dragon, the brand idea is to ‘celebrate the county’s diversity and outward-looking spirit.’

The Staffordshire brand’s visual identity, of an illustrated globe made up of Staffordshire imagery, has been applied to tourist brochures, banners and the Staffordshire website.

Dragon has also redesigned the Short Breaks pocket-sized brochure for the county.

As part of the profile-raising project, Dragon has set up an Ambassador Training Programme to ensure that front-line staff understands the Staffordshire brand.