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Preserving the Brand Through Tourism
The preservation of the Ribble Valley identity, post local government review, is important politically and economically, as well as having significant community support. This report identifies measures in which tourism can help sustain the brand, many of which are contained within the Ribble Valley Destination Management Plan
JUSTIFICATION - WHY IS RETAINING THE BRAND IMPORTANT?
Ribble Valley has become a distinct place for those who live here and a well-known destination for those who visit. It has a feel, and a culture, all evidenced by a wealth of statistical information to it being a safe, well maintained, and happy place.
The local community has a strong affinity with the identity of Ribble Valley, and this has been articulated politically as well as within the business community. The tourism and hospitality sector is one of the most vocal in defence of the brand because Ribble Valley as a visitor destination, is unique, distinct, and well embedded.
Tourism is well placed to influence the retention of the area’s distinct personality.
Whilst Ribble Valley has a distinctiveness, it is geographically more fluid. It includes the valleys of three rivers and only forms a small part of the actual valley of the River Ribble. Despite this it has developed a strong identity of its own.
PROPOSITIONWHAT MAKES THIS AREA DISTINCTIVE?
The brand messaging pillars are Ribble Valley as a……
• Quality environment in which to live.
• Dynamic place to do business.
• Quality destination for visitors to experience
• Home of culinary excellence
• Place with a vibrant events programme.
• Beautiful landscape with opportunities for outstanding experiences
Whilst each of these each deserves recognition, together they form the personality of Ribble Valley
IDENTITYTO ACHIEVE THIS WE MUST:
• Humanise Ribble Valley as a place with a distinct personality
• Create emotional narratives about Ribble Valley that people can connect with
• Ensure Ribble Valley is instantly recognisable and consistent
IMPLEMENTATION
Ensure brand is lived not just seen.
Touchpoints
• Tourism campaigns & digital presence
• Events and festivals
• Public spaces and signage
• Business and community toolkits
• Partnerships with local brands and producers
DYNAMIC ACTIONS WHAT ACTION CAN WE TAKE?
The following are the activities and initiatives which will help support brand survival. The things which reinforce and celebrate the unique qualities of the area and help support its continued existence.
Brand Strategy
DESTINATION MANAGEMENT PLAN
Reproduce the Ribble Valley Destination Management Plan, the operational strategy for tourism, in a more vibrant presentational form, with and executive summary which clearly demonstrates Ribble Valley as an individual successful visitor destination.
The Tourism function within the Council is managed within a framework called the Destination Management Plan, the performance of which is reported periodically to members.
To date the DMP has been simply a word document suitable for reporting purposes, however a more promotional version will help demonstrate the cohesive nature of tourism management around a destination.
ACTION: Immediate
Naturally beautiful, deliciously different and made for memories
Brand Strategy
Provide support and guidance to the Ribble Valley Tourism Association in its development as a champion of the Ribble Valley Tourism Brand. Support them in their aspiration to become a company limited by guarantee and help them secure funding for the future.
Having a strong Tourism organisation will provide a valuable lobbying voice to ensure that the new authority recognises the strength of the brand. If necessary, and if sufficiently robust the organisation could step in to provide some of the services now delivered to promote the brand.
ACTION: Immediate and ongoing to April 2028
Brand Strategy
Support the retention of the Ribble Valley Weddings partnership as a successful brand lead for one of the key tourism themes and relaunch its promotional activities.
The partnership is well established, valued, and successful and has gained a reputation nationally. Their promotional guide to weddings in Ribble Valley has just been reprinted, with marketing activities to follow. A relaunch will heighten awareness and demonstrate a RV brand in action
ACTION: Immediate
Ensure the existing online Ribble Valley promotional platforms are up to date, resilient and fit for succession!
This primarily, relates to the Visit Ribble Valley website, (branded as Love Ribble Valley) together with Love Ribble Valley social media platforms. Their relevance, and popularity reinforce the brand identity, and their condition needs to be fit for potential transfer.
Brand Marketing - Love Ribble Valley RIBBLE VALLEY
ACTION: By end July 2026
Brand Marketing - Love Ribble Valley
Establish a platform to encourage and support Film and TV tourism by providing guidance to the private sector and creating positive procedures for local authority assistance
Film and TV tourism has been identified as an area of potential growth, and the characteristics of Ribble Valley offer specific opportunities
ACTION: By August 2026
Brand Marketing -Love Ribble Valley RIBBLE
Visitor Guide - Accelerate the production of the next edition of the Love Ribble Valley visitor guide, which could be the last produced by the current authority. Use the editorial content to reinforce the Ribble Valley brand messages.
The guide is well placed to highlight the destination and reinforce the brand messages. It is a viable and popular publication.
ACTION: By October 2026
Brand Marketing -Love Ribble Valley
Food Toolkit – Produce a Ribble Valley Food and drink toolkit, essentially a guide to business development but which can also demonstrate the unique qualities of the local food offer
This is designed to be a handy guide for businesses, but we can also create a tool which demonstrates the areas reputation for culinary excellence
ACTION: By End July 2026
Walking - Further promote the distinctiveness of local walking experiences, especially the Ribble Valley ‘Walks with Taste’ and the Ribble Valley Jubilee Trail
As another major theme which makes Ribble Valley distinctive, walking provides another platform for brand promotion and the two major walking initiatives, the Jubilee trail dn the Walks with Taste are unique to Ribble Valley
ACTION: By End August 2026
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Cycling - Prepare a plan which demonstrates the opportunities for cycling in Ribble Valley, and which also maximises the opportunities of the post-tour legacy
With two major cycling events within the remaining life of this council, we have an opportunity to create a legacy which establishes Ribble Valley as a cycling destination
ACTION: By End August 2026
Brand leadership
Brand management & consistency
Ribble Valley Borough Council (whilst it exists)
The successive local authority (from 2028)
The Ribble Valley Tourism Association.
Encourage a broader remit for the association by securing investment in their capacity and skills.
ACTION: Ongoing to April 2028
Support their development into a more sustainable business to champion and sustain Ribble Valley as a tourism brand.
