|Visitor Economy Building||Marketing||County & Town Council||Ruthin, North Wales|
Ruthin, Denbighshire required a marketing action plan to invigorate and promote the Town to attract more visitors locally and afar. Ruthin is an old medieval market town, boasting the most historic buildings in Wales set within the most stunning landscape – but it was not attracting the visitor numbers it once did.
Firstly we set out forging new relationships with the labyrinth of different stakeholders in Ruthin, many of which were fractured and were not all working together. Together, and in agreement the stakeholders agreed the way forward for their town. This is always the essence behind how to create a great plan to drive footfall into the town like Ruthin, you always need the local people and ‘active’ local people to play a great part in the process.
What is special about your town? How we came to the strategy :
We spread the word using PR, news articles, digital media, and local newsletters and word of mouth.
A beautiful new brand was delivered through a consultation process involving all the community action groups, retailers, public surveys, town hall meetings and brand workshops. With this wide cross-section of the local community to unearth what was really special about their town and how they would like to see it presented to others.
Therefore events became an important part of attracting more footfall to the Town. We revived the old Market and heavily promoted it, we worked on Christmas and we came up with new product concepts around Art & Artisan events to develop.
As a result, a brand was delivered reflecting the town, and one which is owned by all. The brand and the marketing plan reflected the stunning landscape and townscape in a clear, contemporary and compelling identity.
The new publicity raised awareness of the town and helped put it on the map for tour groups and news visitors. Visit Ruthin Website
The new events helped local retailers with increase in footfall and sales.
The groups worked together and still do.