THE FUTURE OF THE HIGH STREET
“Cheltenham is an incredibly attractive place to event organisers around the country, and around the world for that matter, ones that aren’t working here at the moment. “There is opportunity. But it also has to fit for where we want to take Cheltenham as a brand. It was easy badging Cheltenham as The Festival Town, the hard part is telling the story around that. “We have upwards of 25 festivals each year, but what happens in a Festival Town during the rest of the time?We need to use that framework to develop what comes next. “We want a top tier of festivals and events that
are capable of attracting national and international audiences. “There could be another half dozen in five or ten years’ time that add to those that are already doing this. “That’s what Marketing Cheltenham’s role is more than anything - to get that brand, that sense of identity and image told more strongly.” “When we came in,the message was that Cheltenham is nice and all about horse racing. There is so much more to the place than that” l To find out more about Marketing Cheltenham visit
www.marketingcheltenham.co.uk or visit @marketingchelt on twitter
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92 | December 2019 | www. punchline-gloucester .com
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