The Rebranding Strategy: Bradford used to be the ‘wool’ capital of the world. However with the decline of the wool industry, Bradford struggled to replace.

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Presentation transcript:

The Rebranding Strategy: Bradford used to be the ‘wool’ capital of the world. However with the decline of the wool industry, Bradford struggled to replace its closing factories. However the once prosperous woollen industry in Bradford has become the focus of a LOCAL HERTITAGE INDUSTRY and given the Town a new lease of life. The Town has used its local heritage to create new attractions of which will attract visitors to the area. The Town has opened a number of new tourist attractions, including Museums within the old factories, shops, licensed bars, local beauty spots and a festival all located in the ‘’model’’ Victorian Village of Saltaire. Saltaire is a designated World Heritage Site by UNESCO (United Nations Educational, Scientific and Cultural Organisation.

Yorkshire Forward and Bradford Metropolitan District Council worked closely together to achieve the following things: Repositioning Bradford To differentiate the city both regionally and nationally Revealing Bradford To make the most of the city’s ‘hidden assets’ Reshaping Bradford Putting possible interventions and inspirations forward. Rebuilding Bradford To rebuild a new city landscape over a period of time

Bradford Centre Regeneration is the corporation who are planning and funding the re-development of Bradford. The total cost is said to be £3 billion, and the company works to bring in new investors, create jobs and develop the economy. The aim – to transform Bradford into a Leading Northern City. Yorkshire Forward is a developmental agency for the cities and towns in Yorkshire. They help provide the funds, staff and equipment for the redevelopment. Bradford Metropolitan District Council have given the go ahead for the development and are currently helping plan the re-development. Will Aslop is the leading architect who is helping design the re- development.

Yes, the rebranding in Bradford has been a success. Reasons for thinking this is that the economy and city has been given a new image as a tourist attraction bringing in 9 million visitors a year. The economy is, as a result, very good. This has allowed the local governments to pay for other modern things such as train networks and new housing. Overall it has been successful.