Morecambe will get a radical image makeover to transform negative vibes attached to the town as a declining seaside resort.
The area could be marketed nationally and internationally as ‘Morecambe Bay’ after a survey revealed the town lacks appeal – while the bay itself is hugely popular.
The recommendations have been made by marketing experts after it was shown that Morecambe Bay has more positive connotations than the town itself. And in another new move Morecambe Bay will be promoted separately to the city of Lancaster.
The research conducted by Cairn Consultancy found that the city is relatively unknown outside the north west.
Consultants say the Morecambe Bay brand should be promoted around its natural, cultural, heritage, recreational and outdoor assets as well as its coastal towns and villages.
Morecambe itself would be its “established capital”.