A city-wide project has launched today to rethink how Chester should define itself on the world stage.
The partnership of key local organisations is hoping to develop a “bold, confident and long-term platform” for the city, to help attract investment, jobs, businesses, talent, students and visitors.
It’s also aiming to “strengthen pride and belief in the city itself.”
The city has, after a “competitive national process” turned to a London agency, Lantern, to lead the work. Lantern has previously worked on projects for the European Travel Commission, Basle, Estonia and Isle of Man.
“Chester is one of the most distinctive cities we’ve been asked to work with. There is something genuinely special here, in its history, its institutions and its ambition,” said Ryan MacRae-Tym, Founder and Director at Lantern.
“Our job is not to invent a new story, but to uncover and articulate the story that already exists and give it the clarity, confidence and focus it deserves. Before we say anything, we want to listen.”
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Lantern has started work with a survey of residents, businesses and students to share their views on Chester.
It’s new place brand will shape everything from how Chester describes and presents itself to how it promotes investment, tourism, culture and opportunity in the years ahead.
“This is about far more than a logo or marketing campaign. It’s about helping Chester tell a clearer, more confident story about its future,” explained Bense Burnett, Chair of the Chester One City Plan Experience Group.
“What’s most encouraging is the level of collaboration behind this work, with major organisations across the city coming together around a shared ambition to strengthen Chester’s appeal for residents, businesses, students and visitors alike.
“Most importantly, we want the city itself to help shape that future story.”
City leaders said that despite the city’s history and strong visitor economy, it’s never fully articulated its “modern identity” or future ambitions clearly enough nationally or internationally.
“At its heart, the project is about supporting economic growth and creating a stronger platform for Chester’s future success. A more compelling and consistent city identity will help attract new businesses, investment and talent while supporting existing employers and organisations,” said Katie McArdle, Executive Director of Place and Growth at Chester West and Chester Council.
“Ultimately that means more jobs and opportunities for people across Chester and Cheshire West, and more investment in our great city.”
The new place brand is expected to launch later this year, alongside a wider activation programme.
The partnership includes Chester BID, Chester Cathedral, the University of Chester, Chester Zoo, Chester Racecourse, Grosvenor, Storyhouse and Cheshire West and Chester Council.
