Lesson intentions

• To understand that the pattern of holidays taken by families has changed over time

• To understand what rebranding means and why places plan to rebrand

What is Rebranding?

Why is it used by companies?

Why do places need to be rebranded?

How can places be rebranded?

What is meant by rebranding

• The process by which a place or brand changes its public image and perception

• Rebranding occurs when a brand or image becomes ‘tired’ and no longer has the desired effect.

• Essex it has been associated with shopping, sex and booz and they want to portray a better image

What’s good about Essex?• Pleasant country villages - Finchingfield• Fine dining – both restaurants and produce (shell fish, oysters,

mussels, sea salt)• Sailing – Blackwater• Nice beaches – Walton• Old towns – Colchester, Leigh-on-Sea• Work – Ford UK, BT (both in Brentwood)• Shopping – Lakeside• Commuting – Brentwood, Leigh, Braintree, Dunmow, Hatfield

Peverel, etc• New Towns – Basildon, Harlow• International travel – Stansted• Excellent schools – Coopers’-Coborn• Cricket - Chelmsford County Ground• Wealth – just look at the housing stock in Hutton!

Rebranding EssexRead the Newspaper article.

What negative image does Essex portray?

What are the selling points of Essex for:1. Attracting Tourists2. Attracting New Businesses3. Attracting people with money to live here

In groups of 3 or 4. • You are in charge of designing an advertising

campaign to boost the appeal of Essex to tourists, businesses and people looking for a place to live.

• Decide on a strapline • Mind map the strengths of Essex as a place• Deliver a 30 second long pitch to convince people to

come to Essex.