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_‘Naturally’ placemaking brand
Placemaking + Naturally
‘Naturally – A Welcome for All’ placemaking
The Suffolk and Norfolk Local Visitor Economy (LVEP) has worked with stakeholders to develop a dynamic placemaking brand for Suffolk and Norfolk, ‘Naturally – A Welcome for All’.
The genesis of ‘Naturally’ was the Covid pandemic, when Visit East of England (VEA) created, for the first time, a coalition of every local authority and Destination Management Organisation (DMO) in Norfolk and Suffolk to develop a recovery plan, but also to bid for national marketing funds.
This East Anglian tourism coalition was the most successful recipient of funds in England, more than £400,000, which was used to promote ‘Unexplored England’, pitching Norfolk and Suffolk as a destination to enjoy fresh air and space with little need for social distancing.
This led to an understanding that our natural landscapes and environments were a big draw for visitors and from this ‘Naturally’ was identified. ‘A Welcome for All’ was added to highlight our drive for accessibility and inclusivity.
However, it was only with the advent of the LVEP that Visit East of England had the means to further develop the placemaking brand. ‘Naturally’ is embedded in the Destination Management Plan.
The LVEP employed consultant Mary Harris of Bird Global Advisory to oversee the next stages. Mary highlighted that rather than focusing on suggesting Norfolk and Suffolk had it ‘all’, the placemaking brand should focus on the region’s Unique Selling Points of distinctive landscapes, wide open spaces, big skies and wildlife as the hook to get potential visitors interested in the overall destination.
A series of workshops were held across the region to further develop the theme and establish brand guidelines.
The placemaking brand has an overarching narrative:
Big skies. Varied landscapes. Water, from the chalk streams to the Broads and sea.
In a crowded, hectic world we have the gift of space - to exhale, to think differently, to create, to be your natural self.
Nature is woven into life here, nourishing our food, our history and our culture. We care for it and flourish with it. Every season with its own rhythm.
We aren’t a place to hurry through on your way elsewhere.
We are a place to linger, reconnect, and explore in your own way, with a generosity of space and spirit that welcomes all.
Come as you are.
Leave renewed.
The placemaking brand has five pillars:
- Naturally storied
- Naturally immersive
- Naturally nourishing
- Naturally regenerative
- Naturally inspiring
The placemaking brand has five core messages:
- Where you find your natural rhythm
- Space that brings you closer
- A place where ideas and stories grow wild
- The land where the lost things live
- Where life runs on natural energy
The new Visit East of England, Visit Norfolk and Visit Suffolk websites are suffused with ‘Naturally’ and any future marketing and promotion will use ‘Naturally – A Welcome for All’.