Southport Brand Review & Development

In March 2004, Southport began the process of repositioning itself as England’s Classic Resort. Driven by the need for traditional British seaside resorts to move away from their stereotypical ‘bucket & spade’ image, the Classic Resort vision for Southport aspired to move the destination forward as a modern, distinctive and diverse coastal town that would have appeal to a wide cross section of high value visitor markets. Matched by the on going physical regeneration of the town centre and seafront there is now more confidence among stakeholders that the resort has a product offer capable of realising these expectations. Having said that, there are still areas of concern and much work still to be done in realising the ‘classic resort’ vision.

The Classic Resort vision was conceived through the NWDA publication ‘New Vision for Coastal Resorts’ (Locum 2003) and latterly, further developed, through the Southport Classic Resort Brand Evaluation & Development Strategy, again by Locum, in 2009. The basis of this work was to assist the destination in strengthening & developing the brand. Using ‘style and sophistication’ as the main essence underpinning the resort’s market position, the Locum strategy identified a range of product attributes including Southport’s heritage, cultural and retail offers that would provide the cornerstone of the resort’s brand identity.

Whilst this logic has not changed, there exists a need to evaluate the performance of Southport’s current brand strategy and position in comparison with the expectations and aspirations of those audiences we are encouraging to visit.

Purpose of the Work
To evaluate the performance of the current brand framework and establish if Southport’s main product attributes are being conveyed to key audience segments in a way they understand and positively respond to.

To further develop the brand attributes, values, and essence of Southport’s product offer to encapsulate the concept of the ‘Classic Resort / So Southport’ brand

To provide guidance / direction in the move toward a more ‘campaign driven’ style of promoting the destination

To reinforce brand identity in continuing to move Southport forward in becoming a destination that has appeal to high value visitors.

To assess and review current event branding and consider how more synergy with the destination brand may be achieved.