New strategy to change perceptions of Plymouth

A NEW brand strategy which aims to change perceptions of Plymouth is about to be showcased in a city centre location.

- By ALISON STEPHENSON

The hoarding around the soon-to-be revamped Civic Centre tower block will present the fresh approach, which has been two years in the making.

“Iconic” visuals and new narratives will highlight the transformation of the city centre, the £4.4 billion pipeline of investment in defence, 500 years of innovation, 25,000 jobs over the next decade plus the growth of creative and culture industries and abundance of nature and wildlife and leisure activities.

With catchlines such as “make life an adventure” and “the horizons are bigger here”, Plymouth, a city sandwiched between Dartmoor National Park and the UK’s first National Marine Park, is ready to tell its story to the world but wants people at home to get on board and be proud.