A DESTINATION DESTINAT D BRAND TOOLKIT
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Forget Delhi or Du Dubai, it’s evidently time for Derby to take its right place on the rightful worl stage. world
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The Financial F Times
© Tristan Poyser Photography
Introduction Over seven million visitors come to Derby every year ar contribut contributing £13 million to the Derby economy. With a £2 billion on Regeneration development underway, Derby is investing g in new office, retail en more. and leisure schemes to improve the city’s app appeal even en better and live up We would all like Derby to perform even or destin ey to our potential as a visitor destination. There are a few kkey an all work tog ways in which we can togetherr to make this hap happen. This Destination Brand Toolkit will h help us all tto communicate ges and images about abo Derb consistent messages Derby that will attract more e visitors to come and spend their time tim and money.
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Why? So we can all promote Derby to its best potential and attract more visitors to the city. We are a unique destination based on the doorstep of the glorious Peak District and d surrounded by great, nationally significant attractions, so let’s make the most of it!
How? By using this Destination Brand Toolkit, all Derby tourism businesses can deliver deliv a clear lear and consistent message through their marketing activities, to reinforce what great experiences periences are on offer. This toolkit explains the Derby – Gre Great Place, Great Base brand and how h w we use it to portray the key tourism messages. ssages.
When? Let’s start RIGHT NOW! Discover why Derby is such a Great Place and a a Great Base, Base tthis toolkit highlights our top attractions actions and key events are detailed tailed with a link to where Derby images can be downloaded.
What? On the he following pages we have listed the he kkey things that make Derby such a Great Place for a city break experienc experience and a Great Base for day-trip explorations.
GREAT PLACE, GREAT BASE
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Derby’s recently launched unched QUAD contin continues elf as a contemporary conte ry art to establish itself ncing ambition venue of convincing ambition. The Guardian uardian
© Tristan Poyser Photography
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Derby – Great Place Top attractions – Derby Cathedral – Penthouse home for peregrine falcons and steeped in centuries of history and treasures. – Derby Roundhouse – the oldest locomotive roundhouse e in the WORLD! (officially endorsed by the Guinness World orld records in May 2012!). – Derby QUAD – Bringing the best in international qualityy art and film to the city. – Derby Museum & Art Gallery – is home to the largest e world renowned art collection of paintings by the artist Joseph Wright. – The Silk Mill – the site of Britain’s first ever factory (soon to be a visitor attraction). ction). – The Derwent rwent Valley Mills M World Heritage Site – which stretches etches from Derby to Matlock M ock Bath. – Westfield Derby – a £340 m million on luxury sshopping centre – the largest in the region.
– Royal Crown Der Derby – the he oldest olde surviving manufacturer manufactur of unique fine bone china, established establ in Derbyy over 250 years ago. go. – Ghost Gho City off the UK! – Derby is officially the most haunted city in the UK, even ev more haunted than York! With over 3 htings of g 315 sightings ghosts in the city centre, it’s no o wonder Der Derby iss fondly kn known as “The Dead Centre of England”. – Real Ale Capital – with w over 120 real ale pubs, several micro-breweries and two CAMRA Beer Festivals each yea year. Lonely Planet has described the city as the “Best pla place to drink real ale in the world”. Derby’s Wayfinding system – the first of its kind – D in the country. Wayfinding enables visitors and residents to download thousands of facts about the history, geography and social aspects of their surroundings at the touch of a button.
– Cathedral Quarter – where Derby’s D s uniqu unique and traditional ditional character can be discovered. d
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Top annual events – Derby Festé – Fantastic street theatre celebration every September. – FORMAT – One of the top International Photography Festivals in the world d hosted in Derby biennially (March 2013 next date). – CAMRA Festivals – A celebration of real ale every February bruary and July July. – Derby Folk Festival – Every October at The Assemblyy Rooms. – Darley Park Concert – A free, classical al outdoor concert usually staged in September (on 30 June 2012 to tie ie in with the Olympic Torch Relay celebrations).
GREAT PLACE, GREAT BASE
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Westfield Derby is like somebody has put Hollywood in the middle of the city. Retail Week
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Top reasons to visit – what people really ally like about Derby – Compact City Centre that’s easy to get around. – Most central city in the UK and very easy to access by any mode of transport. port. – Excellent disabled access and facilities for people with h special needs. ne – Great choice of high street names and unique eateries/boutiques. s/boutiques. – Safe and very friendly! – Perfect pub crawl territory. – Fantastic events and festivals. – Great shopping. – Free Museums! – Good value for o money. o
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Haddon ddon Hall Heights s of Abraham Abra aham
Chatsworth C hatswo
Crich C ric Tramway Village
Alton Towers Resortt Kedleston dlesto o Hall Sudbury Hall Hal
DERBY ERBY D E RBY
DERBY D ERBY Calke Abbey
CONKERS London ondon
Twycross Zoo
Derby – Great Base – The UK’s most central city and a perfect base to stay with the assurance of a great city experience exp including quality accommodation, entertainment, shopping and eating and nd drinking venues. ve – Only 90 minutes by train from London. – On the doorstep to the glorious Peak District and nationally significant visitor tor attractions including: includin – National Trust Trio: Kedleston Hall (7 miles) Calke Abbey (12 miles) Sudbury Hall & the National Museum of Childhood (15 miles) – Chatsworth (26 miles) – Alton Towers Resort (24 miles) – Twycross Zoo (25 miles) – Heights of Abraham m (20 miles) miles – Crich Tramway Village e (15 miles) – CONKERS ONKERS (19 miles) miles – Haddon Hall (26 miles) – A great base to stay overnight to enjoy som some local festivals and events.
GREAT PLACE, GREAT BASE
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Derby offers a different vision of Britain’s future. The Economist
© Richard Tailby
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WOW! Did you know these amazing facts about Derby? – Derby Roundhouse is the oldest locomotive roundhouse in the world! A fact endorsed by the Guinness World Records in May 2012. – Derby is the home to the world’s first ever factory – at the site of The Silk Mill. – Derby has the world’s first public park at Derby Arboretum. etum. – Derby Museum and Art Gallery is home to the world’s largest collection of Joseph Wright paintings (now on show in the wonderfully ully refurbished galle gallery). – Derby is the UK’s leading Aerospace and Rail Technology city.
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Guidelines for using the brand Discover Derby has been created to promote Derby and Derbyshire as a vibrant nt and varied place p to explore. ore. The brand is a reflection of the range of things to see and do in the area and nd is intended to be flu fluid and flexible. e. This guide is just that, a guide. It does not set down rules that cannot be broken, oken, it presents the items ite needed to communicate successfully with your target audience and offers ffe suggestions ns on how these elements ele work. Derby and its surroundings is a living, breathing, evolving entity – Discover Disc Derbyy needs to echo this. The identity must have energy and want to ‘permeate’ the space/media dia it occupies. All we really ask is that you treat the elements with a little respect and keep the work fresh and positive. Have fun with it.
GREAT PLACE, GREAT BASE
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Derb combines the charm of the Derby traditional architecture with modern facilities and an array of upmarket bars and eateries. Homes and Gardens
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The Orrery The visual element of Discover Derby is based on the Orrery in the centre of the city. This shape iis an ideal representation for the rich heritage and cutting edge technology that our region gion has to offer. The Orrery acts as a metaphor for the city as a central hub from rom which w to explore ore Derbyshire and an beyond. The D represents the city Derby with the orbiting nodes being things to see and do in the area. a
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The Type The font used for Discover Derby is Quicksand. If this font is not available e then Helvetica is a good goo substitute.
Quicksand Light
Quicksand Book
Quicksand B Bold
Aa Aa a Aa A a
ABCDEFGHIJKLMNOPQRSTUVWXYZ J JKLMNO RSTU abcdefghijklmnopqrs klmnopqrs tuvwxyz t vwxyz 0123456789 2345 ABCDEF ABCDEFGHIJKLMNOPQRSTUVWXYZ FG KLMN Q abcdefghijklmnopqrs ab cdefghij de mno tuvwxyz 0123456789 ABCD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrs bcde tuvwxyz 0123456789 GREAT PLACE, GREAT BASE
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Derby: Marvel of the Midlands. The Independent
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The Type Discover Derby is used as a text block in two different ways. xt as shown. There is a tagline of Great Place, Great Base which can sit with the main text
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Thiss Midlands city has b been sto an economic success story of this decad decade. The Financial Times
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Combining the elements There are 3 main ways that the Orrery and text can be combined, as shown. wn. There is no preference, they should be used to ďŹ t the appropriate space. ividually, it all depends on the circumstances. circu Sometimes the Orrery and text can be split and used individually,
GREAT PLACE, GREAT BASE
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Why is isn’t n’t the rest Britain of B tain like Derby? Jeremy Paxman, Newsnight
© Stephen Collyer
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Colour Wherever possible the brand should be used in a clean, bright, vibrant way, y, preferably white out of a punchy background as shown. On a lighter background then black or the following colour can be u used. Pantone 214 C 0 M 100 Y 24 K 4
DISCOVER DERBY
Examples The shapes created by the Orrery and the nodes on it can be used as picture ture boxes or promotional promotion areas. If desired, circles of dotted lines can be added to the Orrery to represent places of interest that little litt bit further away from Derby.
Stay in Derby Enjoy one of the fantastic events planned for 2012 including a classic or contemporary outdoor film experience at the Summer Nights Film Festival, created by Derby QUAD, centre for Art and film.
HOTEL DEALS FROM JUST
£20.12 pppn*
Derby’s Festival Highlights during 2012 include:
Header eaderr From unique que boutiques and d designer brands in the Cathedral Quarter Quar to the contrasting ontrasting modern indoo indoor luxury ry at Westfield. W From m uni unique boutiques and designer signe brands in the Quarter to the Cathedral athed Quarte modern contrasting m contr luxury at indoor lu indo Westfield. We estfie
31 March - 7 September Throne - A Royal Crown Derby Jubilee Exhibition 4 May - 15 September Derby QUAD Summer Nights Film Festival 29 - 30 June Olympic Torch Relay Weekend 11 - 15 July CAMRA Beer Festival 21 - 22 September Derby Festé March 2013 Format International Photography Festival
* subject bjject ectt to availability ava
www.visitderby.co.uk www.visitderby.co.uk uk
GREAT PLACE, GREAT BASE
Š Dave Bird
Let the pictures tell the story The VisitDerby Tourism Team has a great selection of images available to help with your city p promotions. Here are a few to show you what’s available. You can easily download images ges direct from our website library at www.visitderby.co.uk/XXXXXXXXXXXXXXXXXXXXXX
DISCOVER DERBY
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Best p place to drink real ale in the world. Lonely Plane Planet
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Want more? Need more information or help? This toolkit will be updated annually each September to include the campaigns aigns that will be set for the following year. We will host an annual event to communicate what the campaigns aigns are all about and the key facts for you to pass onto your customers. Contact the Derby City Council Tourism Team: el: 01332 255766 e ella.birks@ Stella Birks – Visitor Services Development Manager – Tel: email stella.birks@derby.gov.uk Michelle Booth – Tourism Promotions Officer fficer – Tel: 01332 255883 email michelle.booth@derby.gov.uk michelle.booth@derb tions Officer – Tel: 01332 255883 email maggie.tillson Maggie Tillson – Tourism Promotions maggie.tillson@derby.gov.uk
GREAT PLACE, GREAT BASE
WWW See what we’re doing on our website at www.visitderby.co.uk and let us know wha what you think and if we can do anything to help you promote your venue/service/special ecial offers/events.
Like and follow VisitDerby Like VisitDerby on Facebook www.facebook.co.uk/visitderby derby and follow us on Twitter @visitderby for all the latest news! We’ll like ke and follow you too, so it’s a win win situation!
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