Edexcel Geography case studies for rebranding (Unit 2)

  • Created by: carys ☺
  • Created on: 15-05-13 13:10

Rural area: Cornwall

  • One of the most remote and isolated parts of the UK
  • Second most deprived county (after Durham) 
  • 33% of householeds in Cornwall live in areas ranked within the 25% most deprived nationally
  • attracts a large number of migrants at the end of their job careers or retired
  • former industrial and mining areas have a large amount of deprivation
  • only 31% live in towns with over 10,000 inhabitants (compared to 80% in UK as a whole)
  • In 2005, average earnings for full time males was 25% below the UK average
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Cornwall continued

  • The flagship project was the Eden Project
  • Was opened in 2001 near St Austell. It cost £80 m build and investment came from the Mellennium Commission funds, public funds, bank loans and revenues.
  • 95% of the employees are from Cornwall
  • Spends 61% of the purchasing budget in Cornwall. This is nearly £5 million and helped create a multiplier effect in the area
  • Visitors to the Eden Project spend £16.3 million a year
  • The eden project has Englands longest zip wire and holds Eden Sessions where bands like Mumford and Suns, Oasis and Vampire Weekend have played.
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Rebranding using sport: London

  • Stratford was previously an agricultural and then a industrial area. 
  • Stratford is in the borough of Newham which had the lowest average income in London
  • Newham has a high level of ethnic minorities, with only 17% white british and a high level of children
  • The London 2012 Olympics "will be a catalyst for the regeneration of the Lower Lea Valley in East London" according to the promotors website
  • The site was contaminated, derelict and abandoned before the regeneration
  • It created significant employment and business opportunities from the construction and operation of the Olympic Park and the Westfield shopping centre
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London 2012 Olympics continued

  • Over 4,000 new "affordable" homes were converted after the games
  • The Olympic Delivery Authority had to write to local residents to inform them of all the major planning decisions and had to carry out public consultations to get feedback from the residents
  • £17 billion was invested in public transport, There is now 10 railway lines into Stratford which is an international station
  • The sports facilities used in the games are now avaliable for locals to help the legacy.
  • The slogan of the games was "Inspire a Generation" and they aimed to help the younger generation have a better quality of life
  • £9 billion of public money was invested in East London
  • The International Olympic Commitee evaluated that the "Olympic Park would undoubtedly leave a strong sporting and environmental legacy for London"
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Coastal Rebranding: Blackpool

  • Blackpool's costal resort was developed in the 19th century. It was the preferred destination for the working class of north-west cities like Manchester.
  • Blackpool pleasure beach was founded in 1986 and was one of the main attractions.
  • In the late 20th century, Blackpool lost populatity as the area became dated and holidays abroad became more affordable. 
  • In 1998, Blackpool was the 51st most deprived area in the country.
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Blackpool continued

  • The rebranding projects aimed to improve the tourist and leisure industry. It improved Blackpools main attractions including Blackpool Tower, The Illuminations, the pleasure beach, Blackpool Zoo, the Winter Gardens and the Tram line.
  • It had a failed attempt at rebranding when it applied to home a super casino resort. It lost out to Manchester. 
  • There is £500m project to build storm city. This included a: 12,000 seat arena, four world-class hotels, retail areas, rooftop gardens and a version of the London Eye.
  • Blackpool has a pioneering publicly owned WiFi network that covers the entire town centre and beach front. The free internet acess may encourage younger generations to the area.
  • In 2010, Which found that it was the UKs favourite seaside resort.
  • Winter Gardens hosts many political conferences and also the National Union of Students conference.
  • In 2006, Pleasure Beach 11th most populat theme park in the world.
  • Vistors tend to go for weekend and day trips rather than 1-2 week holidays
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Economic rebranding: Canary Wharf

  • In the 1930s, 100,000 people were employed at the Docklands in industries built around the Dock.
  • The docks peaked in 1961
  • The industries started to decline in 1970 due to the increase in size of cargo ships and new technology. 
  • By 1981, all the industries around the docks were closed
  • The London Docklands Development Corporation was founded in 1981. It focused on a flagship development of an enterprise zone. This encouraged businesses to relocate creating a postive multiplier effect.
  • It contains 14,000,000 square feet of office and retail space
  • It cost £1.86 billion in public sector investment and £7.7 billion in private sector investment.
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Canary Wharf continued

  • Some of the positive benefits from the redevelopment project include: 144km of new and improved roads, improved public transport (DLR), 1,884 acres of derelic land reclaimed, over 24,000 new homes created many of which sell for over £1 million, contributions to 5 new health centres and funding for 11 new primary schools
  • More buildings are currently under construction or are improved for planning including the 3 North Quay Towers.
  • London City Airport is nearby
  • Negative impacts include: high congestion due to the large amount of people working there, air and noise pollution, house prices are becoming too expensive for local residents and most of the jobs avaliable are for skilled people.
  • It is the world or european headquarters for many businesses including Barclays and J.P. Morgan & Co. 
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thx dude

Iain Priestley



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