Monday, 17 December 2012

Underscore's view on Margate's success

London based brand consultants, Underscore, were hired to rebrand Margate. They produced "The Original Seaside' slogan that has since appeared on bins, hoardings and some literature.

They've now said the following about the reaction to Margate being included on The Rough Guide's must see destination list for 2013.

"When Underscore took on the task of re-branding Margate, we never thought it would rocket the seaside town up to Number 7 on The Rough Guide’s must see destinations for 2013! 
Margate, described as ‘the gem on the Isle of Thanet’ is the only British destination on the list, amongst cities in Sweden, Cyprus and Puerto Rico. At Underscore we decided the town needed to shed its clich├ęd image of a British seaside town past its best, and focus on its positives – beautiful sandy beaches, character filled streets and the ever-increasing art scene. 
A brand new, £17.5m Turner Art Gallery opened in Margate last year, brining in thousands of art fans to view art by the likes of Tracy Emin. The town has developed a whole host of new indie art spaces, galleries and vintage shops to add to its cute cafes and help make it one of the top destinations in the world. 
It seems now, the only people who need convincing are the locals! Branded as ‘the original seaside’ Margate residents responded to the Rough Guide’s lists saying they thought visitors would be ‘very, very disappointed’ in what they found. 
We cant help but suspect our great re-brand for the town had everything to do with Margate’s new position as a must see destination for 2013! Donkey ride along the beach anyone?!"

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