BID launches new Weymouth brand

Dorset Echo: WE HAVE LOTS FOR YOU: The new marketing campaign WE HAVE LOTS FOR YOU: The new marketing campaign

A NEW marketing campaign to attract middle-class holidaymakers to Weymouth will be unveiled today.

The £100,000 campaign is funded by the Weymouth Business Improvement District (BID) and is a move away from the resort’s traditional bucket and spade image.

The campaign, which will also include a website, is designed to plug the gap left by cuts to tourism funding in the borough, which resulted in the closure of the tourist information centre in Weymouth – replacing it with information points.

However, some residents have hit out at the new advertising, which neglects to mention or picture Portland and is funded by BID levy payers, of which Wey-mouth and Portland Borough Council is a major contributor.

The BID, which was voted in by town centre traders last year, identified promoting Weymouth and tackling seasonality as among its main priorities.

Christchurch marketing company RLA successfully pitched for the campaign.

It will be exhibiting artwork from the campaign in the Mulberry Gallery of Weymouth Library from 2pm to 7pm today.

RLA account director Andy Oram said: “We wanted to find a new brand identity for the town.

“We’re hoping to bring in and target a different audience.

“We recognise that Weymouth has a lot to offer and there are so many different elements to Weymouth and the surrounding areas.”

One area not mentioned is Portland.

Portland historian Stuart Morris said: “If some of this money is coming from the borough council, it’s Weymouth and Portland money and it should offer the whole of Weymouth and Portland.

“Portland needs tourism, it’s such a big part of the area.

“I think there should be an element of Portland in this campaign.

“Portland is complementary to Weymouth in so many ways.”

Borough councillor Margaret Leicester, who represents Portland, said she hopes new visitors who are attracted to Wey-mouth will visit Portland anyway.

“Hopefully, it will benefit Portland too. I think Portland does get a lot of promotion through the things the borough council produces like maps.

“People seem to automatically come to Portland out of curiosity,” she said.

BID chairman Nigel Reed said the campaign doesn’t include Portland because RLA’s ‘remit is to promote Weymouth’.

He added: “We’re aware Port-land is part of the area. I think that visitors to this area are going to go on to Portland anyway.

“The BID has always been about increasing footfall and getting new people to Weymouth.”

Wanted: ‘Empty nesters and busy bees’

GROUPS of people specifically targeted by the campaign are ‘busy bees’ and ‘empty nesters’.

These are described as ‘professional’ families with young children who live in cul-de-sacs and are ‘reasonably well off’, spend their weekends on mini-breaks and have ‘money to spend’.

The other target audience is ‘empty nesters’, couples who are still very active and whose children have left home.

The campaign takes the letters WE from the word Weymouth and, in a series of photos of the resort, including the stone pier, beach, old harbour and nature reserves, tells its target audience WE Play, WE Party and WE Watch.

The brand will also be on view at the Best of Dorset show at Weymouth Pavilion on March 30.

Comments (7)

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11:45am Mon 10 Mar 14

B+B Weymouth says...

Thank you very much - we'll be there at 2pm!
Thank you very much - we'll be there at 2pm! B+B Weymouth
  • Score: 1

1:34pm Mon 10 Mar 14

shy talk says...

Today the middle classes are being squeezed and stripped – of jobs, income and security – like never before. The landscape ahead has been laid bare by the winds of social, political, economics and technological change. This also applies to the working and lower classes.

The middle classes will spend their money on their children going to university, getting on the property ladder. It seems myopic for the BID to target just one ‘class’. And I suspect a lot of the middle classes like Weymouth for its bucket and spade attraction because it is relevantly cheap.

To go up market the infrastructure will have to change, look at Dorchester. Never put all your eggs in one basket the BID should cater for all.
Today the middle classes are being squeezed and stripped – of jobs, income and security – like never before. The landscape ahead has been laid bare by the winds of social, political, economics and technological change. This also applies to the working and lower classes. The middle classes will spend their money on their children going to university, getting on the property ladder. It seems myopic for the BID to target just one ‘class’. And I suspect a lot of the middle classes like Weymouth for its bucket and spade attraction because it is relevantly cheap. To go up market the infrastructure will have to change, look at Dorchester. Never put all your eggs in one basket the BID should cater for all. shy talk
  • Score: 2

5:03pm Mon 10 Mar 14

bollywood says...

Weymouth has lost its identity, our best asset, the beach is taken over with too many food outlets and rides that could go to the pebble end of the beach. The night time culture is awful with the out of control younger people whose behaviour is very intimidating even at 23.00. I am not sure how it could be changed but we all need to try as Weymouth is beginning to look a very uncared for holiday resort.
Weymouth has lost its identity, our best asset, the beach is taken over with too many food outlets and rides that could go to the pebble end of the beach. The night time culture is awful with the out of control younger people whose behaviour is very intimidating even at 23.00. I am not sure how it could be changed but we all need to try as Weymouth is beginning to look a very uncared for holiday resort. bollywood
  • Score: -4

6:00pm Mon 10 Mar 14

bedpans says...

I had the misfortune to visit the library and listen to this presentation. What a complete waste of time and money. They told us that people will prefer to come to Weymouth rather than Poole or Bournemouth to eat. Do they really believe that. Weymouth has a wonderful beach and this is what attracts families to the town. Lets get the holiday trade back on course after the disasters of the Olympics. The town is a shambles-empty shops-no leadership. Get rid of this BID before they waste any more of our money.
FRED
I had the misfortune to visit the library and listen to this presentation. What a complete waste of time and money. They told us that people will prefer to come to Weymouth rather than Poole or Bournemouth to eat. Do they really believe that. Weymouth has a wonderful beach and this is what attracts families to the town. Lets get the holiday trade back on course after the disasters of the Olympics. The town is a shambles-empty shops-no leadership. Get rid of this BID before they waste any more of our money. FRED bedpans
  • Score: -1

7:57pm Mon 10 Mar 14

PHonnor says...

bedpans wrote:
I had the misfortune to visit the library and listen to this presentation. What a complete waste of time and money. They told us that people will prefer to come to Weymouth rather than Poole or Bournemouth to eat. Do they really believe that. Weymouth has a wonderful beach and this is what attracts families to the town. Lets get the holiday trade back on course after the disasters of the Olympics. The town is a shambles-empty shops-no leadership. Get rid of this BID before they waste any more of our money.
FRED
Weymouth has some very good restaurants catering for all tastes, many being independent which means more of the profit is spent locally.
[quote][p][bold]bedpans[/bold] wrote: I had the misfortune to visit the library and listen to this presentation. What a complete waste of time and money. They told us that people will prefer to come to Weymouth rather than Poole or Bournemouth to eat. Do they really believe that. Weymouth has a wonderful beach and this is what attracts families to the town. Lets get the holiday trade back on course after the disasters of the Olympics. The town is a shambles-empty shops-no leadership. Get rid of this BID before they waste any more of our money. FRED[/p][/quote]Weymouth has some very good restaurants catering for all tastes, many being independent which means more of the profit is spent locally. PHonnor
  • Score: 4

7:50am Tue 11 Mar 14

arlbergbahn says...

Clearly not a recent picture of the Stone Pier there, without the damage that W and PBC still haven't even begun to repair, nearly a month after the storm damage. Which says in a nutshell there why, while I wish them the very best of luck, they're really fighting an uphill battle.
Clearly not a recent picture of the Stone Pier there, without the damage that W and PBC still haven't even begun to repair, nearly a month after the storm damage. Which says in a nutshell there why, while I wish them the very best of luck, they're really fighting an uphill battle. arlbergbahn
  • Score: 0

10:26pm Thu 13 Mar 14

annakarenina says...

I think the middle classes do use bucket and spades too! Shame it's such a negative article, when the campaign could bring new people into Weymouth who haven't discovered it yet. Keep an open mind :)
I think the middle classes do use bucket and spades too! Shame it's such a negative article, when the campaign could bring new people into Weymouth who haven't discovered it yet. Keep an open mind :) annakarenina
  • Score: 2

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