Visit East of England, Naturally A new Placemaking strategy and brand for the region – ‘Naturally’ – is being developed that can be applied across all our coastal, countryside and urban destinations. ‘Naturally’ will be used to capitalise on our disparate assets, uniqueness and potential, with the intention of developing and promoting destinations where visitors – and natives - can experience happiness, well-being, and enjoyment in a sustainable, natural environment. ‘Naturally’ also answers the need for an overarching offer to domestic and international visitors, with strong, cohesive messages, values and a visual identity which weave together our distinctive world-class location as a collective. Local destinations will continue to market their strengths, but ‘Naturally’ will be a 18
long-term brand/solution that will chime with the strategic objectives, not least responsible, sustainable tourism and overcoming the main barrier to productivity – not having a constant level of demand year-round. ‘Naturally’ will be used to coordinate and amplify our region’s overall offer, not replace any existing brands or campaigns. However there is a consensus that the more ‘Naturally’ is used the stronger it will become. After a competitive tender, Norwichbased agency The Click were chosen to develop ‘Naturally’.
