People expect that larger cities will have a distinct brand and marketing plan, along with a representative logo design. However, more and more smaller towns are turning to professional rebranding as a way of salvaging their holiday oriented economy.

Many UK resorts are currently seen as outdated and even down-market. This leads many customers, even those who are looking for a bargain, to look outside the country. However, with the economy steadily sinking, the market just may be ready to look for a choice that is closer to home.

UK resort towns, especially those on the seaside, must attract a whole new, more financially savvy group of customers. This means adding amenities, slashing costs, and presenting an image that is attractive to holiday goers. The rebranding of resort towns has soared in the past few years, now comprising a multi millions pound industry.

Blackpool is one such town trying to impart a more urbane image. In addition to standard marketing moves such as social marketing and a fresh logo design, the town has filmed advertisements to showcase the character of the area. One, entitled ‘Blackpool: Je t’Aime la Tour’, shows different cultures mingling while sampling regional specialties in one of the many local eateries. This combined with a remodeling of key buildings and the launching of several attractions in town is designed to attract a more sophisticated, international market.

Southend-on-Sea is another town going through the same process. With annual tourist activity restricted to a relatively short season, the resort is trying to attract new, off season traffic with a new website and a more modern logo design. The town is also pushing itself as a sophisticated, yet close to home option for any time of the year.

Both of these towns, as well as several others, are moving forward in rebranding encouraged by the success of a similar resort: Brighton. Brighton recently went through an identical rebranding process and emerged with a newer, upmarket image complete with an informative website and a new logo design. The town is now home to several festivals that attract year-round traffic. It is gaining momentum as a major seaside destination.

However, there may be drawbacks to rebranding. It’s important that new brands and the accompanying logo design present themselves as a new entity while staying true to their classic British roots. Many visitors will be turned off by a brand that is too disparate with the town they know and love. This makes rebranding a difficult tightrope, with many different markets to consider at every step of the process.

The rebranding of UK resorts comes at a time when many couples and families are choosing to spend their holidays at home. If these towns can market themselves through logo design and rebranding as having all the class of the continent at a far lower cost, many people in the UK will choose these options. These newly refurbished communities may even help with the rebranding of the UK, presenting the nation as a whole as a holiday destination.