5. Place-marketing strategies in Cornwall
This means that the approach taken by Cornwall towards
regional marketing adopts a networked approach, with direct
communications between many layers of civil society. It represents the strategic direction of decision makers and opinion
formers, but they operate, and communicate with the outside
world through and with the support of local businesses.
The networking events held in London and Birmingham by Cornwall Pure Business epitomised this. They relied on ambassador
businesses to showcase local enterprises representing brand
values, and in so doing, provided potential investors with ‘people
like them’ that they could relate to.