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Use of the environment in branding and niche
marketing 23.02.06
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What do we mean?

• The region's high quality environment has a
  significant role in the marketing/branding of
  a wide range of products (many with no actual
  link to the environment).
• At the same time niche products that draw on
  the environment (e.g. "green tourism" or
  geographically specific food products) utilise
  environmental quality as a key aspect of their
  product, or draw on their environmental
  credentials in marketing.

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Approaches to branding and niche marketing (and
GRDP case studies)

• Sustainable tourism development (Chark Farm
  country holidays, Alhama green path
• Use of environmental imagery in marketing for
  business advantage (Wine cultures, Tintagel
  Regeneration, Tiverton Town Centre environmental
  enhancement scheme)
• Marketing environmental credentials (Callington
  business park)
• Promotion of environmentally sustainable products
  to consumers and businesses (Exmoor Food Links)
• Support for businesses that utilise environmental
  quality as a key aspect of their product, for
  example, in supporting market research, business
  development and marketing. (Exmoor Food Links)

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Kynance Cove Sustainable tourism development

• Project Improved visitor facilities
• Economic benefits
• costs savings, improved customer services,
  competitive edge and branding for the tenant
  business
• maintains National Trusts environmental profile
  for members
• work for local suppliers and contractors
• increased visitor spend in the local area

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Building on Distinction Sustainable tourism
development

• Project Provision of advice to tourism
  businesses on sustainable practices
• Economic benefits
• Cost savings and expanded markets for tourism
  businesses
• Protection of main commercial asset for tourism
  sector

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Cornwall Arts Marketing Use of environmental
imagery in marketing for business advantage

• Project promotion of Cornwalls cultural tourism
  product
• Economic benefits
• Development of niche marketing image/USP
• increased demand for creative industry products
• appreciation and protection of major commercial
  asset for creative sector

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Cornwall Pure BusinessUse of environmental
imagery in marketing for business advantage

• Project Targeting and attracting inward
  investment in key sectors
• Economic benefits
• development and protection of a strong and
  recognisable brand
• improved buy-in from the environmental technology
  sector (one of key sectors identified)
• increased competitiveness and branding
  opportunities for inward investors

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Calling ton Marketing environmental credentials

• Project Development of quality workspace
• Economic benefits
• Costs savings, increased competitiveness and
  marketing opportunities for the tenants
• Expanded customer base for Caradon District
  Council business units.

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Pengreep Farm DairyPromotion of environmentally
sustainable products to consumers and businesses

• Project Development of new cheese production
  unit
• Economic benefits
• costs savings
• increased attractiveness to major customers
• niche market development
• protection from price fluctuations.

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Cornwall Rivers ProjectSupport for businesses
that utilise environmental quality as a key
aspect of their product

• Project Large-scale integrated river catchment
  management
• Economic benefits
• cost savings on water, waste, fuel and input
  bills
• improved quality of land
• creation of angling beat income