Do other big brands try to transfer
customer support from one service or product
to another?
Yes, because customers will often try a
different product made by a supplier they
know and trust, rather than risk buying
from a producer about which they know nothing.
How do you suggest we develop,
or broaden, the Cornwall brand?
Research shows that we need to face
the challenge in two ways. Firstly,
by changing the tourism messages so
that we don’t come over as a sleepy
backwater ‘where time stands still’.
Secondly, by bringing more cohesion
and consistency to the way other sectors
represent Cornwall.
Why would a more consistent approach
be helpful?
At the moment, some promotion shows Cornwall
as traditional, some as artistic and creative,
and some as innovative and modern. Customers
receiving all these messages may be confused,
and so fall back on what they think they already
know — which is that Cornwall is a good
destination for a holiday.
So you’re saying that if
we have clearer guidelines about how
we talk about Cornwall, we’ll
have more impact on customers?
Yes. If they consistently see Cornwall
portrayed in the same way, they’ll
start to form a clearer picture of the
county as it is today and as we want
it to be perceived.