encouraging investment through effective place branding
TRANSCRIPT
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Encouraging investment through effective place
branding – the Luton Investment Framework
Cllr Hazel Simmons MBE, Council Leader
Trevor Holden, Chief Executive
Adam Kearney, Strategic Communications and Marketing Manager
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Today
• Where we were
• Political drive and ambition
• The Luton Investment Framework
• Luton’s rebrand
• Success and transformation
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Where we were
• Years of austerity grinding people down
• Limited opportunities
• Unskilled workforce and low aspirations
• Deprivation and poor health statistics
• Our best and brightest leaving
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Where we were (cont)
…and a very poor reputation
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Where we were (cont)
A poor perception of ourselves
2014 Perceptions of Luton Survey
All associated with a metropolitan 1970s logo:
Dirty
Poverty Dangerous
Uninspiring
Unsafe
Tired Deprived Crime
Ugly
Unemployment
Trouble EDL
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Political drive and ambition
• We said “No more”
• Wanted to be more than just a service provider
• Clear and determined vision to reshape the town
• Knew Luton’s investment potential – location /
people / airport / vibrancy
• Talented and passionate officer team to realise
our ambition
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The Luton Investment Framework
• Grow our economy
• Create jobs and opportunities
• Raise aspirations
• Meet housing demand
• Improve health and wellbeing
To achieve this we needed to attract business
and investment.
To attract investment we needed to change
perceptions of Luton.
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Our starting point
An outdated ‘brand’ to match these perceptions
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No clear identity
No clear identity
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Step 1: Identifying our USPs
• Excellent road and rail links (22 minutes from London)
• We own the 5th largest and fasting growing airport in the country
• Excellent Schools
• Top town for commuting to London
• Best broadband connectivity in the UK
• Catchment offering the fourth highest level of retail spend in the UK
• A prime destination offering one of the UK’s best opportunities for investment.
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Step 2: Making our brand real and believable
• A narrative that is rooted in reality and resonates with communities
• Authenticity is vital – people won’t buy into a story if it isn’t true
• Research the town’s heritage and history
• Spoke to residents, businesses, staff and Members and asked them what
they believe Luton’s strengths were
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A brand story
• Creative, hardworking and
passionate communities
• Strong manufacturing
heritage
• Great location and
transport links
• Affordable rents
• A rapidly growing airport
• Ambitious political
leadership wanting to grow
the town
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Visuals
Looks modern, crisp and aspirational to match the ambitions set out in Luton’s Investment Framework
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For the town to promote
itself more effectively
and attract business and
investment, the word
‘Luton’ needed to be
seen as a quality
product to visually
reflect Luton’s brand
story
Not a council brand –
shared with partners,
businesses, charities
and residents
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Success to date: Perception surveys
2014 2017
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Success to date
• By maximising our
advantages we’ve opened
the door to investment
• Joined up with a number of
international property
developers and investors
• Massive regeneration
schemes coming forward
• Over 1,000 construction
workers onsite today
Our rebrand has contributed to this
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Napier Park
• £600 million investment
• 685 apartments
• Large hotel
• Retail/ leisure space
• Health centre
• Piazza and park
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Airport Developments
Luton DART
• £200 million investment
• Passenger transit system to
transport passengers from the
railway station to the airport
terminal.
Airport operator redevelopment
• £150 million investment
• Increase capacity
• Improve passenger experience
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Marsh Farm Redevelopment
• £25 million investment
• Rejuvenating whole
area
• Changing the lives of
residents through low-
cost, high-quality
housing
• Much-improved retail
offer.
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Other plans and investments
Employment sites
• Multi-million pound investments
• Hundreds of new businesses
• 18,500 new jobs
• Enterprise Zone status
Town centre / Town gateway
• New state-of-the- art football
stadium
• Venues for live sport and music
• Leisure and residential
apartments
• High-quality offices
• Retail and leisure
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Success to date
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Luton 2017/18 in Numbers
• Over 90% Good or Excellent secondary schools
• 25% increase in new businesses
• Full time employment increased by 1,300
• Job-seekers down significantly (now below national average)
• Full-time earnings increased by 3.4%.
• Salaries of workers increased by 3.7%
• 3.5% increase in town centre visitors
• 75% studying at sixth form or equivalent now go onto university
• male/female life expectancy has increased from 76.8/80.8 to 78.4/82.2 in 4 years
• Secured over £10m in grants in 2017. More than £1.5bn investment
• Successful application for a 395acre Enterprise Zone, creating 7,200 jobs
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Questions?