GLOUCESTER RENAISSANCE
A city that lacked direction has now set sail for a positive future
“The city has a loyal population which sees Gloucester as having huge potential, but also as a city which currently lacks direction.” Those aren’t our words. They aren’t even words from this decade. But they are words that explain quite succinctly where Gloucester was in the winter of 2007. It had been a traumatic year for the city and its inhabitants. The floods of July had left their mark on the place. Better times were promised, as the much-heralded bricks and mortar regeneration of the city began to gather pace. But what use were gleaming buildings complete with new leisure and retail destinations, if the image of the city was such that even its own residents felt badly about it? Action was needed and the Gloucester Heritage Urban Regeneration Company (GHURC) commissioned the first of two reports into the marketing of Gloucester. The first, by DTW Consulting, landed late in 2007 and was presented to the 25-strong board of the GHURC with that first sentence probably the most striking point. The report said: “The overriding message we have received from all parties is that Gloucester is a city with huge potential.
“A positive perception needs to be instilled and carried throughout the city, by the people who live and work in Gloucester. “Gloucester’s undiscovered treasures will remain undiscovered, unless action is taken to show and promote them. “The recent regeneration of the Docks area and the proposed development of the Quays, all point to Gloucester’s continued revival. “However, potential still outweighs the current offers – and few people will travel to look at potential.” The report recommended that an independent body – free from the shackles of local government and their agenda – be set up to market Gloucester, both to residents and potential tourists. It took another two years of to and fro – and another independent report – before Marketing Gloucester burst into life. Mark Owen, managing director of Moose Marketing and PR, was one of the people who helped get the new venture off the ground. Mr Owen recalled:“I had been on the board of the GHURC and through running my own award-winning marketing
74 | July 2019 | www. punchline-gloucester .com
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