To add to the excitement of the World Rugby Hall of Fame opening Rugby’s town centre marketing has been given a bold makeover.
The new branding features the line ‘the Rugby town’ to highlight its role as the birthplace of the game.
It also uses a strapline, ‘find yourself here’, to be used to distinguish Rugby town centre to visitors and shoppers, independently of any business or organisation.
It has been launched by Rugby Borough Council and Rugby First as part of the borough council’s town centre action plan and was unveiled earlier this week at the World Rugby conference and exhibition in London.
The branding work was carried out by Sutton Coldfield-based Cole Creative Communications.
In terms of the cost, a spokesman for the borough council confirmed: “The work with town centre businesses, marketing strategy, concepts and initial implementation cost £25,000.”
Cllr Heather Timms, said: “I regularly hear from town centre shopkeepers and the need for a joined-up marketing strategy for the town centre has featured regularly in these communications.
“The new town centre promotional branding will unify past marketing initiatives used to promote Rugby as a visitor destination and for shopping.
“It will present the town centre clearly and with confidence, highlighting the very best that the town has to offer.
Managing director of Rugby First, Aftab Gaffar, said: “The town is currently going through a difficult period and I am really pleased to see the council taking forward one of the key initiatives identified in the town centre action plan.
“Any support that can boost the town centre image, raise its profile and help create a positive and vibrant high street will be welcomed by businesses.
“The new branding highlights the importance of working in partnership and will enable many of our exciting projects, festival and marketing campaigns to be delivered under one recognisable town centre brand.
“I am confident with the new brand and the World Rugby Hall of Fame that existing businesses will benefit and more new businesses will be attracted, helping to reduce town centre vacancy levels.”
The branding will be introduced in phases with social media and advertising campaigns in the run-up to Christmas, and a new mobile friendly website next year.
The new campaigns feature striking images, including town centre personalities, taken by town centre-based photographer Jamie Gray.