Plymouth's Ocean City Brand Calls For Broad Support

There is no doubt that the city brand strategy announced last week for Plymouth (England) is on the money when founding the brand on the city’s maritime heritage. Though being ‘Britain’s Ocean City’ might cast the net a bit too broad, it does encompass the port’s role in the nation’s history. After all, this is the port city from which Sir Francis Drake sailed, Britain established its long naval dominance, the Pilgrim Fathers departed for America,  and where Allied troops prepared for the Normandy invasion in World War II. It’s certainly far more appropriate than the previous tagline, ‘Positively Plymouth’.

While on one hand, Plymouth’s city brand is rightly founded on its rich maritime heritage, David Parlby, chief executive of Plymouth Chamber of Commerce, is keeping it real by reminding government officials that they must invest resources to make it successful. This investment should be directed toward not only communications, but also the experiences to support the maritime proposition. Mr. Parlby is correct because this brand provides a foundation for economic development as well as tourism and recreation. It is a beacon providing  opportunities for investment by public, private and non-profit organizations to foster new businesses, attractions and precincts inspired by the brand.  

Plymouth is now at the pivotal point that determines the success of city brands – getting everyone on the same page. My advice for the citizens of Plymouth is to get behind this effort because they really don’t have a next best option. Their port is of international significance because it is tied to so many historical events and to ignore this is to overlook credentials that few other cities in the world can claim.