In September Newtown & Llanllwchaiarn Town Council launched a project to source a specialist agency to support the council to re brand Newtown. The purpose of the tender was to identify a specialist agency to create a robust brand identity and comprehensive brand strategy to help Newtown achieve a clear set of targets. The new brand should assist in creating a consistent communication framework that can be used at both local, national, and international levels.
After a comprehensive tender application and shortlisting process, we are delighted to announce that the place branding project has been awarded to Heavenly. Cllr Richard Williams, Mayor of Newtown explains “After a competitive tender process, we are delighted to have appointed Heavenly to deliver an exciting new brand for our town. Our brand will enable the Town Council, businesses and partners to put Newtown on the international map as a fantastic tourist destination, place to live, work & play and creating economic benefits for residents and businesses”.
Heavenly, an independent branding agency based in London, New York and Cardiff has extensive knowledge and experience working on similar place branding projects. Roger Pride who will act as Lead Consultant on the project explains; “We are looking forward to helping Newtown create a brand and competitive positioning. Our goal is to present Newtown in a cohesive and compelling way which grows the visitor economy, boosts investment and adds value for local businesses. We have helped create brand strategies for places as diverse as Belfast, Calderdale, Wiltshire and the West Midlands. We also have a lot of experience in Wales and Mid-Wales, working with Carmarthenshire, Llandrindod Wells, the Cambrian Mountains, Cardiff, and Neath Port Talbot. We will use all of this experience to build on the current place plan and tourism strategy and help achieve the towns’ undoubted potential”
The newly created Newtown brand should maintain relevance for at least 10 years to create a consistent communication framework what can be used at both local, national and international levels. “Creating a strong unique brand identity for Newtown is part of creating a reputation for the town as a destination in its own right, rather than a place people pass through, or around, on their way to somewhere else.
The evidence of community support for this came out of the public and business consultation which went into the Tourism Strategy 2019 and more latterly the Place Plan in 2021.
It’s also part of regenerating and creating economic opportunities post-Bypass, post-Brexit, post-Covid.” Ed Humphreys, Town Clerk.
Heavenly will now enter the “Develop Phase” of the project where they will spend time researching Newtown and conduct Stakeholder engagement before presenting the findings and insights to the Town Council before engaging in the “Development Phase” of the re branding. We hope that local businesses and organisations will be pleased to contribute to this exciting project which will run through until March 2022.
