Carlisle City Council recognised that the City of Carlisle needs its own dedicated brand evolving from the tourism marketing resource, to tackle inward investment issues that have historically adversely affected the performance and economic benefit to the city.
• Improving the quality of the visitor experiences
• Marketing and raising the awareness of Carlisle
• Improve quality and profitability of the business market
Visitor and non-visitor research conducted in recent years shows a lack of understanding of the Carlisle "offer". Carlisle is viewed as an industrial city or as a gateway to Scotland, the Lake District and Hadrian's Wall.
The challenge therefore, is to improve the appeal of Carlisle as a destination, by raising the quality and diversity of the offer, and communicating these improvements to markets that are more inclined to invest. As well as improving communications, it also means rationalising current marketing and communications activity, as well as persuading the private sector to joint fund key activities.
There is also a major role to play in leadership and co-ordination in terms of inward investment related activities and capital programmes. This includes events, public realm and infrastructure.