MODULE ASSESSMENT BRIEF
LEEDS COLLEGE OF ART
Programme Title: BA (Hons) Graphic Design
Level: 6
Module Title: Extended Practice
Module Code: OUGD603
Brief Title:
Module Leader/Tutors: Amber Smith,
City of Copenhagen
Andy Lodge, Simon Harrison, Phil M
Module Credits: 60
Weighting of Brief within Module: 100%
Context Copenhagen is a city often frequented by tourists, whom generally visit to experience the culture and life of Copenhagen. The tourism branding for the city is currently targeting an older audience with the use of references to The Little Mermaid, and ‘Wonderful Copenhagen’. The city itself is an up and coming destination for younger travellers and trips around Europe are becoming increasingly more popular. Scandinavia, in particular, is becoming more and more of a sought after destination due to the hype around the ‘Scandinavian lifestyles’. How then, can Copenhagen be presented as a city perfect for younger visitors? Brief or Tasks Find a unique selling point for a tourism brand for Copenhagen which promotes the city to the younger generations and which would convince people to experience the real Copenhagen. Propose this brand through a set of brand guidelines and extend it onto products relevant to pushing a new tourism rebrand for the city. Consider what methods of delivery would be relevant to the new brand.
Preparation/Research suggestions Research into how tourists currently perceive Copenhagen Source other country/city tourism branding examples
Evidence – for this project students should submit A set of brand guidelines detailing the new tourism brand for the city of Copenhagen Relevant applications and extensions of this brand
Briefing: Monday 30/09/2013
Deadline: Thursday 22/05/2014