1. Cornwall – Rural Rebranding

2. Identifying the need Current issues 1. The decline in rural services Gorran Garage – closed 2001

3. Gorran Garage – now

4. Villages without shops or services

5. Where there’s tourism, services survive Grocers Café Post Office Holiday flat to let Bakery

6. The seasonal economy

7. … .. and seasonal unemployment

8. Tourism is a volatile industry

9. Traditional industries face difficult times Livestock Farming, Fishing, China Clay, Tin Mining

10. There are signs of economic diversification

11. But there are indicators of real deprivation

12. But competition for this sort of property is great ….. 5. House prices … cheaper than London

13. And property prices are higher and rising more quickly than the UK average

14. … caused by a booming retirement market Note the youth ‘brain drain’ and the high % of over-50s

15. And the lowest wages in England and Wales make property hard to afford

16. Re-branding – how to brand a ‘new image Mini-breaks – especially in winter. The need for ‘ pump-priming’ – new funding to help boost investment. Hence Objective One, granted to Cornwall in 1999. A focus on – a) new visitors – to lengthen the tourist season b) what Cornwall does well – the coast, environment, food. A younger market – singles as well as familiies Brand Cornish attractions as ‘destinations’ How?

18. Using the money The Eden Project Turning this ……..

19. …… into this So … how successful has it been?

20. Fifteen Extreme Academy South-West Film Studios Combined Universities Cornwall Lobb’s Farm Shop ‘ The Beach’ Eden Project Gaia Centre – Delabole