'The brand is the sum of all knowledge for a destination in the head of the potential visitor.'
The strategy for tourism in the Northwest focuses on the importance of branding to the overall success of the region. The key concept is the "Star Brand" approach, which underpins the whole regional tourism strategy. Put simply, this approach recognises the need to attract visitors from outside the region by using an image with the strongest consumer appeal. In the case of Manchester, this "attack brand" is the unified "Manchester" brand.
In addition to the Manchester brand Marketing Manchester is creating a number of slipstream brands for Manchester. The idea of the slipstream is that the attack brand creates the maximum impact and interest allowing the lesser brands the opportunity to grab the attention of potential visitors. Following in the slipstream of the Manchester brand the slipstream brands "piggy-back" on the profile and marketing activity of the bigger destinations, benefiting from the "pulling power" to attract visitors to the area.
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