6. Place-marketing strategies in Northumberland
In summary, both ONE and Northumberland Tourism place a
strong focus on a regional identity, which is used as the core
construct throughout the tourism marketing of Northumberland.
This regional identity explores the region’s heritage, tangible
marketing characteristics such as ‘dramatic landscapes’, and
intangible features such as ‘a place to find time’. Additionally,
the tourism marketing undertaken by these two bodies for the
region emphasises the region as a place to travel to, explore, and
return, rather than focusing on it as an area in which to live and
work. Attention is given to a strong brand image, underpinned by
several core messages/themes. These core messages are delivered
through a varied promotional mix, and to a particular target
audience; those who value arts and culture, and are mainly
within a short travelling time to the region.