City/Town Re-imaging using Sport strategies
Today cities and towns are concerned about the image(s) they portray to potential visitors as well as to
their own local communities. Therefore, many urban areas endeavour to re-image themselves in order to
attract investment, tourism and an increase in professionals living within them. This makes cities and
towns very competitive against one another (Page and Hall, 2003: Smith, 2001). This re-imaging
process takes place through place marketing:
The tourism industry is in the business of selling places. Place is commodified
through the process of marketing. The primary goal of a place marketer is to
construct a new image of the place to replace either vague or negative images
previously held by residents, investors and visitors (Page and Hall, 2003)
In pursuing this goal, the tourism industry and the destination are actively trying
to influence the meaning that is attached to a particular area.
(Hinch and Higham 2004:109)
Your task therefore, is to research a town or city in the UK and reimage it by using sport strategies.
Considering the above points firstly you need to identify a town or city within the UK which you feel could
benefit from sport related re-imaging. This may be achieved by reading national newspapers which are
available in the digital library in the LRC, or alternatively by using other media sources.
In addition your report should include as a minimum considerations relating to:
? Demonstrate your rationale for choosing your city or town, giving evidence of any current poor
? Analyse the urban regeneration issues relating to your chosen city/town
? Identify the stakeholders that contribute to urban development programmes and evaluate their
interests in any renewal programme
? Using theoretical strategies (e.g. Smith 2001 and 2005) suggest a desired new or altered image
that would contribute to positive and sustainable urban renewal using sport.
? Branding your city or town is a good way to sell it globally therefore your strategy should also
incorporate a proposal on how you wish your chosen town to be marketed, many cities or towns
use slogans to this end and you may wish to do the same.
? There are always limitations that can be achieved and recognition of these need to be identified
and critically analysed as to whether they can be overcome.
There are faxes for this order.
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