Plymouth is embarking on a significant initiative to refresh its public image, enlisting the expertise of top creative and economic consultants. This strategic move is part of a broader effort to attract new residents, enhance the city’s reputation, and fill thousands of anticipated job openings over the coming years.
Two renowned consultancy firms, a creative studio with bases in London and New York and a London-headquartered economic consultancy, have been engaged to lead this transformation. Their task is to conduct in-depth perception research to understand how Plymouth is viewed from outside and to reshape the city’s brand in a way that appeals to critical audiences, particularly younger demographics.
Plymouth adopted the Britain’s Ocean City brand in 2013, a move that has since seen a marked increase in both UK and international attention, with visitor numbers rising by 25%. However, city leaders are now seeking to build on this success by refining the brand’s narrative to position Plymouth as not only a desirable place to visit but also as a vibrant and thriving location to live, work, and study.
Strengthening a Decade-Old Brand
City officials have made it clear that the rebranding initiative is not about abandoning the Britain’s Ocean City identity but rather enhancing it. The existing brand has served the city well over the past decade, establishing a strong foundation that the current efforts aim to strengthen. The goal is to understand what makes Plymouth unique and to craft a narrative that will attract new talent and investment, ensuring the city’s long-term prosperity.
The project has received financial backing from a coalition of local stakeholders, including the city’s university, the local council, and major businesses in the area. The selection of the consultants followed a rigorous procurement process, with several agencies competing for the contract. The research and rebranding efforts are seen as essential to the city’s future, particularly in light of projections that indicate the need for 5,000 new jobs in key sectors by 2029.
A Contemporary Vision for a Growing City
The consultancy firms involved have highlighted Plymouth’s potential as a dynamic urban centre with a strong coastal appeal. They have emphasised the importance of creating a brand that reflects the city’s commitment to innovation, economic growth, and community engagement. This rebranding is seen as more than just a change in image; it represents a significant step towards realising the city’s ambitions and unlocking new opportunities.
Initial findings from the perception research have identified Plymouth’s strong work-life balance and its relatively high number of skilled young professionals as key advantages. These insights will be instrumental in shaping the city’s new narrative, helping to attract a diverse range of people and industries.
Local leaders have also stressed the importance of showcasing the quality of life in Plymouth and the opportunities available in various sectors, including marine, manufacturing, defence, renewable energy, healthcare, and digital technologies. This rebranding effort is closely aligned with the city’s emerging economic strategy, which seeks to capitalise on these growth areas.
Collaborative Efforts and Future Prospects
The rebranding project is a collaborative effort, with significant contributions from local institutions and businesses. The initiative has sparked interest among city leaders, who are keen to see how the insights gained from the research will influence Plymouth’s growth strategy. The work is expected to play a crucial role in promoting the city’s offerings and encouraging more people to consider Plymouth as their home.
From the perspective of local employers, the rebranding is also seen as a vital tool for attracting talent. The area’s largest employers are supportive of the initiative, recognising that a refreshed city image could enhance recruitment efforts and highlight the unique career opportunities available in Plymouth.
As Plymouth embarks on this ambitious rebranding journey, there is a strong sense of optimism about the potential outcomes. By building on the strengths of the Britain’s Ocean City brand while developing a more contemporary narrative, the city aims to attract new residents, support its economic growth, and reinforce its position as a leading destination in the UK.
The impact of this rebranding effort will likely be felt across various aspects of city life, influencing economic development, cultural identity, and community engagement. With the expertise of the selected consultants, Plymouth is poised to open a new chapter in its history, one that embraces change and innovation while staying true to its coastal heritage.
As the rebranding programme unfolds, the city will continue to adapt its strategies to ensure that Plymouth remains a place where people want to live, work, and thrive. This initiative marks a crucial step in securing the city’s future, positioning it for sustained success in the years to come.
