Torbay… the English Riviera, with some great cultural assets and tourism brands. But how to knit these together into a cultural tourism strategy that works for the arts, hoteliers and fits in an events and attractions portfolio across a bay of three towns?
For Torbay, our research suggested that the brave approach might be to focus less on the high-risk, high-investment capital projects, and more on creating bolder and more compelling product with what is already there in the bay – for residents as well as locals.
Our intervention is helping the key agencies to come together to look at how culture can add value and distinctiveness to the brand, how digital can grow the market, and what to do next and who should do it.
We developed a ‘call to action’:
and on the back of this we produced scalable options for investment in programming and positioning, routes to maximise the cultural assets and build national and international cultural producer partnerships.