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Recent government changes removed Scottish Enterprise Ayrshire, the Ayrshire Economic Forum and the Ayrshire Tourism Partnership and left a void for discussions and actions about the business and economic development of Ayrshire as a whole. Ayrshire needs to ensure that its whole voice will still be heard now that many public sector structures have been changed.
The Chamber ran an Open Space event, the purpose of which was to create a Business Forum for Ayrshire to ensure that the business and economic issues of the county are not lost as a result of these changes.
Action groups will drive the issues raised at the Open Space event. It was decided that the three main topics will be: Tourism, Economic Development for Ayrshire and Marketing Ayrshire.
Action groups will drive the issues raised at the Open Space event. It was decided that the three main topics will be: Tourism, Economic Development for Ayrshire and Marketing Ayrshire.
There were many different matters highlighted at the Open Space event but from the voting system on the day and a further extensive discussion these were prioritised into the following headings:
Creating a new Ayrshire brand!
Establishment of a new and effective Tourism Information Centre at Prestwick Airport.
The development of Ayrshire as a destination.
Working with the Local Authorities to develop the Ayrshire Economy.
Lobbying for greater simplification in the planning system.
Establishment of a new and effective Tourism Information Centre at Prestwick Airport.
The development of Ayrshire as a destination.
Working with the Local Authorities to develop the Ayrshire Economy.
Lobbying for greater simplification in the planning system.
March 2010 - Branding
A regional Ayrshire & Arran brand development exercise has been commissioned by the following organisations – VisitScotland, Ayrshire Chamber of Commerce and Industry, Scottish Enterprise, East Ayrshire Council, North Ayrshire Council and South Ayrshire Council. The aim is to, through collaborative discussion within a workshop environment, create a clear and distinctive Brand Platform which distinguishes Ayrshire & Arran area from other regions of Scotland and which will strengthen our business environment, develop pride in our Ayrshire products, attract new businesses and investors, tourists and people who want to live and work in the region. This Brand Platform, including a strong selling proposition, will be used to inform and guide the design identity development for the region.
A regional brand is a highly complex entity – it encompasses many different aspects of a region and a range of audiences. Because the Ayrshire & Arran brand is intended to be relevant to the business community, inward investors, tourism development and people living or thinking of living in the region also, the brand development exercise needs to explore views on each of these four key areas and then, through a process of discussion, simplification and prioritisation, stakeholders can identify the most important elements for the brand. The task is to end up with strong and clear brand platform.
A regional brand is a highly complex entity – it encompasses many different aspects of a region and a range of audiences. Because the Ayrshire & Arran brand is intended to be relevant to the business community, inward investors, tourism development and people living or thinking of living in the region also, the brand development exercise needs to explore views on each of these four key areas and then, through a process of discussion, simplification and prioritisation, stakeholders can identify the most important elements for the brand. The task is to end up with strong and clear brand platform.
Workshops and questionnaires were used to collate; strengths, weaknesses, opportunities and threats from as big a cross section of sectors as possible.
Ocean Agency were appointed designers of the new brand and presentations have been made to both the Funding Partners and the Business Forum.
Ocean Agency were appointed designers of the new brand and presentations have been made to both the Funding Partners and the Business Forum.
The resulting brand toolkit will be available to download from the Chamber website.
April '10 Update. The new brand identity for Ayrshire and Arran has been selected and further meetings will determine the launch and implementation.
Scottish Government's Economic Recovery Plan (pdf download)
Quick Guide to Business Information (pdf download)
Organised by the Ayrshire Chamber of Commerce and supported by Scottish Enterprise.
