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Will town's new brand help people to Discover Lowestoft?

PUBLISHED: 07:25 29 May 2015 | UPDATED: 07:25 29 May 2015

Launch of Discover Lowestoft, an online campaign to promote business in Lowestoft.

Picture: James Bass

Launch of Discover Lowestoft, an online campaign to promote business in Lowestoft. Picture: James Bass

Archant Norfolk © 2015

When you think of a brand, you tend to think of the likes of Coca-Cola, Nike, Pepsi and McDonald's. But now, the coastal resort of Lowestoft joins those trying to create its own unique trademark with the launch of a marketing campaign designed to create an identity the town can be proud of.

Launch of Discover Lowestoft, an online campaign to promote business in Lowestoft.

Picture: James BassLaunch of Discover Lowestoft, an online campaign to promote business in Lowestoft. Picture: James Bass

Lowestoft Vision – the Business Improvement District working to improve the town centre – said it had become “concerned that there isn’t much information about businesses on the Suffolk coast”.

With a variety of businesses in the town – from big national chains to well-known independents, like Godfreys – the problem was not that the town lacked a strong business community but that visitors were perhaps unaware of the town’s offering.

So the BID appointed Lowestoft-based marketing and design firm Graphitas to create a “call to action”, encouraging people to use the town’s best and brightest firms.

Its solution – which has cost just £16,000, rather than the millions global firms often spend on creating a brand – is a campaign which urges people to “Discover Lowestoft”.

Launch of Discover Lowestoft, an online campaign to promote business in Lowestoft.

Picture: James BassLaunch of Discover Lowestoft, an online campaign to promote business in Lowestoft. Picture: James Bass

The project includes traditional forms of promotion including a logo illustrating the Lowestoft skyline, with the sun rising above the town, and a days out leaflet.

Some firms will also add Discover Lowestoft stickers to parcels customers have ordered via click and collect schemes.

But perhaps most important given the digital age we live in is a new website which will have information on days out, shopping, eating out, events and businesses in the town.

Lowestoft Vision members have already been added to the site, but other businesses will be able to pay to be listed on there.

Discover Lowestoft will also have a strong social media presence via sites like Facebook and Twitter.

However Lowestoft Vision manager Darren Newman stressed the brand is not designed to promote tourism to the area – which is already done by the Suffolk Coast Destination Management Organisation (DMO) – but instead focus on promoting businesses within the town.

“We are extremely excited about launching Discover Lowestoft,” he said.

“The brand and website have been needed for some time and this will be a great asset in promoting the town.”

He added: “Whilst creating the brand, we didn’t want to replicate the work of other organisations.

“The Suffolk Coast DMO has a remit to promote the area to visitors. We wanted to be part of that and feel that promoting Discover Lowestoft through the DMO will assist with attracting new and returning visitors to our town.”

■ What do you think of the idea of creating a new brand for Lowestoft? Write, giving your full contact details, to: Journal Postbox, 147 London Road North, Lowestoft NR32 1NB or email andrew.papworth@archant.co.uk

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