Rebranding Case Studies

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Eden Project (Rural Rebranding)

The Eden Project consists of two biomes which contains plants from all over the world. Cornwall was in need of rebranding due to its declining economy, especially in primary job sectors due to mechanisation and cheaper international competition.

Completed in 2000 and opened in 2001.

Located in south-west Cornwall.

Cost over £84m to build.

Has created 500 jobs but an estimated 2500 in the virtuous cycle, However, is exoensive and causes traffic pollution.


Environmental agencies (Natural England)

Local councils

Lottery grants

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London Docklands (Waterfront Regeneration)

The London Docklands was once one of the main ports in the UK, with thousands of jobs and people. However, due to containerisation, where a large amount of goods can be transported easily in containers, the Docklands had to close because not only were the ships too big to fit through the Thames, but ships now need far less people to be loaded. The Docklands was therefore rebranded, with a Canary Wharf block. 

Around 30,000 jobs lost from 1970-1980 and very high unemployment rates. 

Over 90,000 people now work in Canary Wharf.

Improved infrastructure for the whole area, spurring further inward investment and kickstarting the economy, eg. Limehouse Link connects the Docklands to Central London, meaning companies can transfer between the two areas quickly.

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London Olympics (Sport as a Catalyst)

The London Olympics, located in Salford, cost around £9bn. 

Although this is very expensive, it may have created 100,000 jobs (in the Olympics itself and the knock on effects afterwards). New infrastructure created and existing infrastructure regenerated for the Olympics mean investors are more attracted to Salford. Also, many venues such as the Basketball Arena and Aquatics Centre were created for the Olympics, and, although it is over, can still be used by the public. Large future sporting events could take place at these venues, which would attract tourists - the effect on the economy from the Olympics will last many years.

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Sheffield (Failed Rebranding)

Sheffield attempted to rebrand using the National Centre for Popular Music.

Cost £9m more than the intented £6m. Brought nearly 250000 less visitors over the first 6 months than what was expected.

Investors also lost 90% of money invested - this deters future investment in Sheffield, as the players involved in this project have promised more than what was achieved, and makes Sheffield not a potential market. 

Also, Sheffield's unemployment rate was, and still is, above the UK's national average.

Failed rebranding.

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Boscombe Spa (Rural OR Coastal Rebranding)

Boscombe has shown clear attempts at rebranding, many of which have been successful.

One of these include Europe's first artificial surf reef, which cost around £3m to build and attracts eager surfers from all over the country (especially since Britain's waves aren't as suitable as some of the larger ones from abroad). Also, as surfing attire is very expensive, this causes a multiplier effect; where surfing money goes back into the economy and can be spent in the local area. 

Jamie Oliver's Fifteen restaurant trains around 60 local young people to be professional chefs, and is located in Boscombe - not only does it attract locals for food, but also decreases the local unemployment rate and helps people acquire new skills.

These rebranding methods helped to increase tourism in Boscombe by up to 30%.

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