A DESTINATION BRAND TOOLKITA DESTINATD

© Tristan Poyser Photography

Forget Delhi or Dubai,

it’s evidently time

for Derby to take its

rightful place on the

world stage.

The Financial Times”“Forget Delhi or Du

it’s evidently time

for Derby to take its

right

worl

The F

Over seven million visitors come to Derby every year contributing

£13 million to the Derby economy. With a £2 billion Regeneration

development underway, Derby is investing in new office, retail

and leisure schemes to improve the city’s appeal even more.

We would all like Derby to perform even better and live up

to our potential as a visitor destination. There are a few key

ways in which we can all work together to make this happen.

This Destination Brand Toolkit will help us all to communicate

consistent messages and images about Derby that will attract

more visitors to come and spend their time and money.

Introduction

DISCOVER DERBY

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city’s app

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Derb

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Brand Toolkit will h

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ar contribut

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office, retail

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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 surrounded by great, nationally significant attractions, so let’s make the most of it!

Why?

By using this Destination Brand Toolkit, all Derby tourism businesses can deliver a clear and consistent message through their marketing activities, to reinforce what great experiences are on offer. This toolkit explains the Derby – Great Place, Great Base brand and how we use it to portray the key tourism messages.

How?

Let’s start RIGHT NOW!

Discover why Derby is such a Great Place and a Great Base, this toolkit highlights our top attractions and key events are detailed with a link to where Derby images can be downloaded.

When?

On the following pages we have listed the key things that make Derby such a Great

Place for a city break experience and a Great Base for day-trip explorations.

What?

GREAT PLACE, GREAT BASE

why Derby is suchactions and key events are

he following pages we have for a city break experienc

Derby – Gre

ssages.

Great Place a Great Base

tailed with a link to where

he k

of

businesses can delivto reinforce what greatGreat Base brand and h

t

to the city. We ared surrounded by

learperiencesw we

What?

Derby’s recently launched QUAD continues

to establish itself as a contemporary art

venue of convincing ambition.

The Guardian ”“

© Tristan Poyser Photography

unched

elf as a conte

ncing ambition

QUAD contin

ry art

uardian

Derby – Great Place

Derby Cathedral – – Penthouse home for peregrine falcons and steeped in centuries of history and treasures.

Derby Roundhouse – – the oldest locomotive roundhouse in the WORLD! (officially endorsed by the Guinness World records in May 2012!).

Derby QUAD – – Bringing the best in international quality art and film to the city.

Derby Museum & Art Gallery – – is home to the largest collection of paintings by the world renowned artist Joseph Wright.

The Silk Mill – – the site of Britain’s first ever factory (soon to be a visitor attraction).

The Derwent Valley Mills World Heritage Site – – which stretches from Derby to Matlock Bath.

Westfield Derby – – a £340 million luxury shopping centre – the largest in the region.

Cathedral Quarter – – where Derby’s unique and traditional character can be discovered.

Royal Crown Derby – – the oldest surviving manufacturer of unique fine bone china, established in Derby over 250 years ago.

Ghost City of the UK! – – Derby is officially the most haunted city in the UK, even more haunted than York! With over 315 sightings of ghosts in the city centre, it’s no wonder Derby is fondly known as “The Dead Centre of England”.

Real Ale Capital – – with over 120 real ale pubs, several micro-breweries and two CAMRA Beer Festivals each year. Lonely Planet has described the city as the “Best place to drink real ale in the world”.

Derby’s Wayfinding system – – the first of its kind 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.

Top attractions

DISCOVER DERBY

rwent Valley M

etches from Derby to M

Westfield Derby – a £340 m– the largest in the region.

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– is home to thee world renowned art

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Derby Festé – – Fantastic street theatre celebration every September.

FORMAT – – One of the top International Photography Festivals in the world hosted in Derby biennially (March 2013 next date).

CAMRA Festivals – – A celebration of real ale every February and July.

Derby Folk Festival – – Every October at The Assembly Rooms.

Darley Park Concert – – A free, classical outdoor concert usually staged in September (on 30 June 2012 to tie in with the Olympic Torch Relay celebrations).

Top annual events

GREAT PLACE, GREAT BASE

d hosted

bruary and July

y Rooms.

al outdoor concert usually staged in ie in with the Olympic Torch Relay celebrations).

Westfield Derby is like somebody

has put Hollywood in the middle

of the city.

Retail Week ”“

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. –

Excellent disabled access and facilities for people with special needs. –

Great choice of high street names and unique eateries/boutiques. –

Safe and very friendly! –

Perfect pub crawl territory. –

Fantastic events and festivals. –

Great shopping. –

Free Museums! –

Good value for money. –

Top reasons to visit – what people really like about Derby

DISCOVER DERBY

h special ne

s/boutiques.

port.

o o

ally like about Derby

London

Haddon Hall

Heights of Abraham

Kedleston Hall

Alton Towers Resort

Sudbury Hall

CONKERS

Chatsworth

Calke Abbey

Twycross Zoo

Crich Tramway Village

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Derby – Great Base

The UK’s most central city and a perfect base to stay with the assurance of a great city experience –including quality accommodation, entertainment, shopping and eating and drinking venues.

Only 90 minutes by train from London. –

On the doorstep to the glorious Peak District and nationally significant visitor attractions including: –

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 (20 miles) –

Crich Tramway Village (15 miles) –

CONKERS (19 miles) –

Haddon Hall (26 miles) –

A great base to stay overnight to enjoy some local festivals and events. –

GREAT PLACE, GREAT BASE

ONKERS (19 miles

Haddon Hall (26 miles)–

miles)

miles)

m (20 miles

e (15 miles)

(15 miles)

a great city expnd drinking ve

tor attractions includin

A great base to stay overnight to enjoy som

© Richard Tailby

Derby offers a different

vision of Britain’s future.

The Economist ”“

DISCOVER DERBY

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. –

Derby Museum and Art Gallery is home to the world’s largest collection of –Joseph Wright paintings (now on show in the wonderfully refurbished gallery).

Derby is the UK’s leading Aerospace and Rail Technology city. –

Mill.

etum.

largest collectionully refurbished galle

and Rail Technology city.

Guidelines for using the brand

Discover Derby has been created to promote Derby and Derbyshire as a vibrant and varied place to explore.

The brand is a reflection of the range of things to see and do in the area and is intended to be fluid and flexible.

This guide is just that, a guide. It does not set down rules that cannot be broken, it presents the items needed to communicate successfully with your target audience and offers suggestions on how these elements work.

Derby and its surroundings is a living, breathing, evolving entity – Discover Derby needs to echo this. The identity must have energy and want to ‘permeate’ the space/media 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

nt and varied p

nd is intended to be flu

oken, it presents the itens on how these ele

y needs to

ffe

entity – Discdia it occupies.

ore.

e.

respect and keep the work fresh and

Derby combines the charm of the

traditional architecture with modern

facilities and an array of upmarket

bars and eateries.

Homes and Gardens ”“Derb

The visual element of Discover Derby is based on the Orrery in the centre of the city. This shape is an ideal representation for the rich heritage and cutting edge technology that our region has to offer.

The Orrery acts as a metaphor for the city as a central hub from which to explore Derbyshire and beyond.

The D represents the city Derby with the orbiting nodes being things to see and do in the area.

The Orrery

DISCOVER DERBY

of the city. This shape igion has to offer.

ore Derbyshire anrom w

being things to see and do in the a

The font used for Discover Derby is Quicksand. If this font is not available then Helvetica is a good substitute.

The Type

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

0123456789

Quicksand Light Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

Quicksand Book Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

0123456789

Quicksand Bold Aa

GREAT PLACE, GREAT BASE

Quicksand B A

2345

ABCDEFFG

cdefghijdeab

0123456789

a

ABCDbcde

JKLMNOJklmnopqrst

KLMN Q

mno

e then Helvetica is a goo

RSTUvwxyz

a

Derby: Marvel

of the Midlands.

The Independent ”“

DISCOVER DERBY

Discover Derby is used as a text block in two different ways.

There is a tagline of Great Place, Great Base which can sit with the main text as shown.

The Type

xt as shown.

This Midlands city has been

an economic success story

of this decade.

The Financial Times ”“ s Midlands city has b

an economic success sto

of this decad

Financial

There are 3 main ways that the Orrery and text can be combined, as shown.

There is no preference, they should be used to fit the appropriate space.

Sometimes the Orrery and text can be split and used individually, it all depends on the circumstances.

Combining the elements

GREAT PLACE, GREAT BASE

wn.

ividually, it all depends on the circu

Why isn’t the rest

of Britain like Derby?

Jeremy Paxman, Newsnight ”“

© Stephen Collyer

Why is

of B

n’t the rest

Derby?tain

Jeremy Paxman, Newsnight

Wherever possible the brand should be used in a clean, bright, vibrant way, preferably white out of a punchy background as shown.

On a lighter background then black or the following colour can be used.

Pantone 214

C 0 M 100 Y 24 K 4

Colour

DISCOVER DERBY

y,

can be u

Derby’s Festival Highlights during 2012 include:

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 2013Format International Photography Festival

* subject to availability

Enjoy one of the fantastic events planned for 2012 including a classic or contemporary outdoor fi lm experience at the Summer Nights Film Festival, created by Derby QUAD, centre for Art and fi lm.

www.visitderby.co.uk

Stay in Derby

£20.12

HOTEL DEALSFROM JUST

pppn*

www. visitderby.co.uk

Header From unique boutiques and designer brands in the Cathedral Quarter to the contrasting modern indoor luxury at Westfield. From unique boutiques and designer brands in the Cathedral Quarter to the contrasting modern indoor luxury at Westfield.

The shapes created by the Orrery and the nodes on it can be used as picture boxes or promotional areas.

If desired, circles of dotted lines can be added to the Orrery to represent places of interest that little bit further away from Derby.

Examples

GREAT PLACE, GREAT BASE

bjjeect to ect to t to availabilityavaavaavailability

uk

eaderrFrom unique boutiques and designer que boutiques and dbrands in the Cathedral Quarter to in the Cathedral Quarthe contrasting modern indoor ontrasting modern indooluxury at Westfield.ry at WFrom unique boutiques andm unidesigner brands in thesigneCathedral Quarteathedcontrasting mcontrindoor luindo

estfieWe

ture boxes or promotion

represent places of interest that litt

© Dave Bird

Let the pictures tell the story

The VisitDerby Tourism Team has a great selection of images available to help with your city promotions. Here are a few to show you what’s available. You can easily download images direct from our website library at www.visitderby.co.uk/XXXXXXXXXXXXXXXXXXXXXX

DISCOVER DERBY

with your city pges direct from

Best place to drink

real ale in the world.

Lonely Planet ”“Best p

real ale

Lonely Plane

place to drink

world.

Want more?

This toolkit will be updated annually each September to include the campaigns that will be set for the following year. We will host an annual event to communicate what the campaigns are all about and the key facts for you to pass onto your customers.

Contact the Derby City Council Tourism Team:

Stella Birks – Visitor Services Development Manager – Tel: 01332 255766 email stella.birks@derby.gov.uk

Michelle Booth – Tourism Promotions Officer – Tel: 01332 255883 email michelle.booth@derby.gov.uk

Maggie Tillson – Tourism Promotions Officer – Tel: 01332 255883 email maggie.tillson@derby.gov.uk

Need more information or help?

GREAT PLACE, GREAT BASE

aigns that will be set for aigns are all about and

ella.birks@el: 01332 255766 e

fficer – Tel: 01332 255883 email michelle.booth@derb

tions Officer – Tel: 01332 255883 email maggie.tillson

See what we’re doing on our website at www.visitderby.co.uk and let us know what you think and if we can do anything to help you promote your venue/service/special offers/events.

WWW

Like VisitDerby on Facebook www.facebook.co.uk/visitderby and follow us on Twitter @visitderby for all the latest news! We’ll like and follow you too, so it’s a win win situation!

Like and follow VisitDerby

DISCOVER DERBY

know whaecial offers/events.

derby and follow us on Twitterke and follow you too, so it’s a win win situation!