Press Release 18 July 2019
New Competitive Brand Positioning Revealed For Salisbury
A new competitive brand positioning for Salisbury has been revealed, which aims to stimulate economic investment, attract visitors and build the reputation of Salisbury as a great place to live, visit, work, invest and study.
The competitive positioning is the result of a project commissioned in September 2018, by Salisbury Business Improvement District (BID), Salisbury City Council, and VisitWiltshire, with the support of VisitBritain/VisitEngland and the Discover England Fund, Wiltshire Council and other bodies.
An event was held at The Guildhall in Salisbury this month at which time the positioning was presented to stakeholders who discussed the ways in which it can be implemented across the city.
The aim of the project is to give the city’s leadership, businesses and stakeholders a clear focus, both for how the city’s strengths are best communicated and how the Salisbury offer should be developed to best enable the city to compete for investment, talent and visitors in a crowded competitive market.
To develop the positioning over 150 people from local business, stakeholder and partner organisations participated in workshops and interviews to share what they perceive to be the city's strengths and special qualities and also the challenges in competing with other destinations. More than 1,000 residents, businesses, stakeholders and visitors added their thoughts through an online survey and visitor perceptions of the city were tested in a series of focus groups.
This process revealed some strong key themes; a sense of pride in the long heritage of the city, in its beauty, its tradition of craftsmanship, and the enduring spirit and ambition of the community. It also acknowledged the desire to move forward with energy and to celebrate and develop the city’s independent spirit, the creativity and entrepreneurialism of its people and businesses; for Salisbury to lead the way in defining what it means to be a 21st century medieval city.
The new positioning is fully explained in a 44-page guide for businesses and stakeholders. The guide which is available to download from www.visitwiltshire.co.uk/salisbury/brand-positioning is a source for businesses, partners, stakeholders and residents to help them easily adopt the concept and build it into their respective plans for the future, which as a result, will aid growth in Salisbury.
The central positioning idea is “Traditional Original”. This recognises the unique blend of tradition, heritage, imagination, creativity, innovation and originality which sets Salisbury apart from the crowd. This central idea is supported by a narrative for the city (see Editor’s Notes below), which sets out the agreed proposition in more detail, outlining the key reasons to visit, study, work, invest and live in Salisbury. The guide gives initial guidelines and examples to aid businesses in using the positioning within their own communications and product development.
The positioning has received support from a wide range of local businesses and organisations who are now working in partnership to ensure it is successfully implemented. (see partner list in Editor’s Notes, below). Next steps will include the development of a toolkit to help local businesses and organisations make practical use of the positioning; to develop new product experiences, inform new plans and initiatives and to promote our city, its businesses and attractions.
Beyond the immediate development of practical communications tools, partnership working will continue while consideration is given to a Place Board or a similar appropriate delivery vehicle; ensuring partners from across the public and private sector continue to work together to help Salisbury achieve its potential.
Issued on behalf of the Salisbury Competitive Brand Positioning Brand Management Team by VisitWiltshire.
For further information please contact Amanda Snowe on 07891 682380 or email amandasnowe@visitwiltshire.co.uk
Notes to Editors
The Salisbury Brand Positioning Narrative
Salisbury looks to the future. The city that had the will and imagination to relocate, and the vision and dedication to build “the single most beautiful structure in England” will once again light the way. Our tradition of original thinking will shape our city for tomorrow.
We draw inspiration from our rich heritage. Eight hundred years ago, cathedral stones were laid and a city that stands tall today planted its roots in the English countryside. That city became
a magnet for generations of traders, travellers and pilgrims seeking inspiration, farmers and fishermen bringing produce to market, artists and artisans laying out their wares.
We are proud of our history, but ambitious for the future. Our vision is to re-imagine a medieval city for the 21st Century. To become a beacon of creativity and culture for modern-day makers and innovators, a magnet for today’s shoppers and sightseers, traders and travellers, a guiding light for all who value originality.
As we create new traditions, the Salisbury experience will inspire others. Salisbury provenance will be sought after. Our city will once again draw people from far and wide to work and play, to meet and to be entertained. Above all, Salisbury will be a place of life and energy, a vibrant, connected place where conversation and ideas flow.
We are Salisbury. Pioneers past and present. Traditional and original.
Project Partners
Salisbury BID, Salisbury City Council and VisitWiltshire commissioned the first phase of the project to create the brand positioning.
The following partners are working together on the next phase of the brand positioning implementation:
Major Funding Partners:
Salisbury BID
Salisbury City Council
Swindon and Wiltshire LEP
VisitWiltshire
Wiltshire Council
Supporting Funding Partners:
Salisbury Cathedral
Salisbury Chamber of Commerce
Salisbury Journal
Salisbury Purple Flag/Night-time Economy Group
Wiltshire Creative
Supporting Partners:
Federation of Small Businesses
Spire FM
Supporting quotes from partners are available for media use – see page 41-43 of the Positioning Guide.
Appointed Agency - Heavenly
‘Heavenly’, a business consultancy with extensive experience in developing successful place brands were appointed to develop the positioning in a process which included extensive stakeholder engagement and perception research. Managing Partner Roger Pride and Business Director, Geraint Thomas, led the Heavenly team working on the Salisbury Positioning.