New branding could make Lancaster as good as York or Chester

Ruth Connor.
Ruth Connor.

A new marketing plan aims to push our district as a short breaks destination “that can rival the likes of York and Chester”.

Ways to promote our district as two separate brands – ‘Lancaster’ and ‘Morecambe Bay’ – will be debated next Tuesday at a meeting of Lancaster City Council’s cabinet.

Independent research by a firm of consultants, Cairn Consultancy, revealed in 2013 that the town of Morecambe should be promoted to tourists as part of a wider Morecambe Bay.

This was then endorsed by Lancaster City Council’s cabinet.

The two separate brands will now be promoted to the wider world in an attempt to attract more visitors to the district. One idea to be discussed by the cabinet is to emphasise online marketing, including social media, rather than written material.

The branding plan describes Lancaster (including the Lune Valley) as “one of England’s most vibrant, historic cities, where culture and heritage captivate and inspire visitors. Lancaster’s attributes include the castle and heritage attractions, architecture, theatre, arts and events.”

The Morecambe Bay brand is “one of England’s emerging destinations, incomparable to anything in the UK” and “an inspiring coastal area with rich cultural heritage, outstanding nature and wildlife, with diverse and authentic towns and villages to explore”.

Ruth Connor, chief executive of Marketing Lancashire, said: “The new brand will help unlock the potential of the area as a short breaks destination that can rival the likes of York or Chester and will attract new visitors from both the UK and internationally.”