Worcestershire tourism launches a new identity

With a font inspired by its rich musical heritage and colours with names like Eternal Plum, Halcyon Blue and Spring Asparagus, Worcestershire is launching a dynamic new brand identity. Developed by Destination Worcestershire, the official private/public partnership created to promote tourism in the area, the brand identity spearheads a campaign to encourage more visitors to the county to turn "days into stays".

Often seen as England's best-kept secret, Worcestershire has so much to offer visitors whether they're looking for a family day out or a more adventurous short break. The new brand helps to convey the county's richness and diversity.

Bristol-based Halo Media, the agency behind the re-branding for Somerset, Bath and Bristol, were chosen for the task from more than 30 agencies following an initial pitch. It also drew on experience with Visit Britain and Tour of Britain in the development of the county's new look.

Halo identified four key areas of importance for Worcestershire via workshops with residents, the local tourist industry and visitors to the area. Each area will provide a different experience and appeal to a different target audience considering Worcestershire as a destination. These are:

Well-being - the Worcestershire countryside, its extensive back-drop for outdoor leisure, healthy stays at spas and healthy country pursuits

Passion & Inspiration - its extensive history & heritage, festivals and events, arts & culture as well as its surprising range of locally-produced food and drink

Exploring & Discovering - with so many different attractions plus diverse towns and villages, visitors to Worcestershire often get the sense they are the first to discover the place for themselves

Connecting - the ideal place to bring friends and families together for both business and pleasure

The logo is accompanied by the strap-line - Be Free In The Heart Of England - which conveys the sense of a place that allows you to be yourself, de-stress and relax, in a typically English retreat - a far cry from the pressures of everyday living.

First to take advantage of the design is Worcestershire's radically-stylish new visitor guide which has adopted the format of a glossy magazine rather than the expected brochure style. 80,000 copies of the guide are being produced and distributed through tourist information centres as well as via direct mail and other marketing campaigns.

Commenting on the new identity, Rod Nipper, manager of Destination Worcestershire, said:

"We are very pleased with the new branding, it references the heritage of the county as well as looking clean and modern. Creating an image for Worcestershire is very difficult because we have so much to offer. We think that the changes we have made with this new branding will help to raise awareness of Worcestershire as a visitor destination and generate more income for the county's third largest industry"

The identity will also be used for the website, exhibitions, a range of merchandise including sustainable shopping bags and additional tourist guides.

For more information on Worcestershire, log on to Visitworcestershire.org.