Case Study: Place Marketing, Re-imaging & Rebranding Flashcards
(30 cards)
Who is involved in place marketing?
National & local governments often hire marketing or PR companies to create websites, logos, ads, and social media campaigns.
Give two examples of place marketing in the UK.
- Lake District as the ‘Adventure Capital’ of the UK.
- Liverpool branded as European Capital of Culture (2008).
What is re-imaging?
Changing negative perceptions of a place to generate positive feelings and attitudes.
Why did Liverpool undergo re-imaging?
Due to economic decline and negative headlines following 1981 Toxteth riots.
How was Liverpool re-imaged culturally?
Projects like the Tate Liverpool art gallery and Albert Dock regeneration highlighted industrial heritage through art and culture.
What is rebranding?
Creating a new identity for a place to attract people and investment.
What 3 things does rebranding usually involve?
Re-imaging, place marketing, and regeneration.
What challenge does rebranding face?
Satisfying diverse stakeholders: residents, developers, local gov, and investors.
Name one problem rebranding can cause.
Gentrification – locals are priced out due to rising property values.
What was Liverpool known for in the 18th–19th centuries?
A major global port.
What was Liverpool known for in the 1960s?
Popular culture (e.g., The Beatles).
Why did Liverpool need rebranding by the 1980s?
Industrial decline, 20%+ unemployment, poverty, and race riots.
What did the Albert Dock regeneration involve?
Renovation of Grade I warehouses into museums, galleries, restaurants, and apartments.
Name 3 cultural institutions created at Albert Dock.
Tate Liverpool, Merseyside Maritime Museum, The Beatles Story.
How many tourists does Albert Dock attract annually?
Over 6 million.
What is Liverpool One?
- A £1bn retail-led regeneration project
- Opened in 2008.
- Over 160 shops
What did Liverpool One include?
160 stores, leisure/dining, 600 homes, offices, public space, transport upgrades.
What was the impact of Liverpool One in 2008?
Liverpool ranked 5th in the UK for shopper spending.
What was the significance of Liverpool being named Capital of Culture?
Boosted cultural identity, tourism, and inward investment.
How many events and how much revenue came in 2008?
7,000 events and £800 million added income.
What was RopeWalks originally used for?
Rope-making and merchant housing in the 18th century.
What happened to RopeWalks in the 20th century?
It declined – many derelict buildings and little investment.
How was RopeWalks rebranded?
Became a nightlife and creative industry hub with luxury apartments.
Who led RopeWalks regeneration?
Developers like Urban Splash and Liverpool Vision.
