Rural Rebranding

Last of the Summer Wine, Holmfirth in the Pennines

http://www.youtube.com/watch?v=vmo8EzGtOmw

How has Holmfirth rebranded itself?

Learning Objectives:• To investigate the ways in which Holmfirth has

tried to rebrand itself through TV tourism• To evaluate the success of these strategies

http://www.summerwine-holmfirth.co.uk/gift-shop.html

In order to answer this key concept on the exam spec?

• Managing rural rebranding:

How successful has rebranding been in the

countryside ?

Holmfirth is a small town located on the A6024 Woodhead Road in the Holme Valley, within the Metropolitan Borough of Kirklees, West Yorkshire, England. Centred upon the confluence of the Holme and Ribble rivers, Holmfirth is 6 miles (9.7 km) south of Huddersfield and 13 miles (21 km) from Glossop. It mostly consists of stone-built cottages nestled in the Pennine hills. The Peak District National Park around Holme Moss is 4 miles (6.4 km) to the south of the town.

Holmfirth (and the surrounding countryside) is the setting for the BBC's long-running comedy Last of the Summer Wine. Thousands of tourists flock to the area each year to enjoy scenery and locations familiar from the series.

Why did Holmfirth need to rebrand?

• What problems do rural areas face? (generic)- Flooding- Cotton manufacture transferred to LEDCs- Small population of less than 200 people

How has Holmfirth rebranded itself?What can you do in Holmfirth?

• http://www.summerwine-holmfirth.co.uk/• http://www.holmfirth.org/things-to-do/• http://summerwineleisure.parks.officelive.co

m/default.aspx• http://www.kirklees.gov.uk/visitors/wheretog

o/holmfirth.shtml• http://www.ukattraction.com/yorkshire/map/

sids-caf-and-last-of-the-summer-wine-tour.htm

Do you think that Rural Rebranding in Holmfirth has been successful?

• How do you know?• How would you measure its success?• Is this type of “rebranding” sustainable?

Explain your answers…

Past Questions on this topic

• Describe the fieldwork and research you would undertake in order to examine the success of rebranding solutions in an urban or rural area (15 marks)

• Using examples, examine the success of rural rebranding schemes (10 marks)

Homework

• Research another rural area that has been “rebranded”. Explain how and why it has been rebranded and if this rebranding has been a success or not?

Fieldwork Activity

• Plan a fieldwork activity that could measure the success of rebranding in Holmfirth.

• What would your aims be (2 – 3)• What techniques / methods would you use. These

should be a mixture of primary and secondary. • Where would you go – mark this onto an

annotated map of the area – use Google maps to help you.

• Complete a SWOT analysis for your investigation