To ensure
the development of the East of England brand was fully
informed, a major research study called 'Perceptions
of the East of England' was undertaken by MORI in early
2000.
The research project was
extensive and inclusive. It canvassed opinion from a wide
range of audiences and information sources.
To
view the full findings of the story, click
here
International branding
consultancy Interbrand, began an extensive programme
of development for the East of England brand in late
2000.
The programme included:
•
in-depth
interviews and structured focus groups with residents
and businesses
•
the generation of
alternative 'brand positionings' for the East of
England
•
thorough and rigorous
'testing' of all options with key audiences.
At the end of this
process a single idea was identified which sits at the
heart of the East of England brand to provide the guiding
principal for all future marketing activities.
The campaign to communicate
the East of England's 'spirit of ingenuity' and promote
the regional brand was launched in January 2002.
The strapline -
East of England - space for ideas was chosen for
the first phase of the campaign, to personify the East
of England brand, demonstrating the East of England's
metaphorical and physical space, potential and growth
opportunities for individuals and businesses.
East
of England - space for ideas was chosen as the
basis for the on-going campaign and a dynamic East of
England marque developed. The East of England marque is
providing a distinctive and recognisable visual identity
for the campaign and for the East of England.
Key priorities for the
East of England - space for ideas campaign are:
•
to develop a clear
and consistent regional identity, understood and
recognised by all who live and work in the East
of England
•
to create a consistent brand
image for the region, to set the East of England
apart from other UK and overseas regions
•
to take an integrated approach
to marketing this brand to key audiences
•
to take a long term view to achieving
our objectives - the campaign will continue to develop
over years rather than months
