New identity for Shrewsbury in bid to boost tourism
A new identity is to be created for Shrewsbury in a bid to bring tens of millions of pounds in extra tourism revenue to the town, it was revealed today.
A new identity is to be created for Shrewsbury in a bid to bring tens of millions of pounds in extra tourism revenue to the town, it was revealed today.
It is part of plans to drive up tourism income for the town to £210 million by 2015 – up by £73 million on the current £137 million generated annually.
Two design companies have been hired by Shropshire Council at a cost of £25,000 to 'put Shrewsbury on the map' and help to almost double visitor numbers from 2.6 million to four million a year.
Consultancy firms &Smith and We All Need Words are carrying out the work and plan to launch the town's new identity at the end of May.
Creative partner of &Smith Dan Bernstein said: "Other Shropshire towns all have reasons for people to visit them – for example, Ludlow has food and Much Wenlock has the Olympics connection – but Shrewsbury is much bigger and has so much to offer.
"It has got loads of history, lots of independent shops, there is loads there. Our job is to find the detail."
John Hall, of Destination Shrewsbury, said he hoped creating a simple but effective new brand and slogan for the town would bring visitors flooding in.
"When you tell people to visit Shrewsbury they don't know what they are going to get," he said. "The idea is to get a clear identity."