Council aims to make the most of the Tour de France with Calderdale brand

Roger Pride, from Heavenly, working with Calderdale Council to promote the region

Roger Pride, from Heavenly, working with Calderdale Council to promote the region

A one-off chance to fly the flag and show off our district in all its glory across the globe is being backed by Calderdale Council.

A major marketing company has been hired to create a new identity for the area as councillors look to cash in on millions of people who will come to Yorkshire for the Tour De France.

The aim is to promote a positive vision for Calderdale ahead of the world famous race next summer - and leave a long lasting legacy for decades to come.

The council is spending £40,000 on the rebrand to make the most of tourism and the local economy.

International public relations firm Heavenly’s brief is to create a “consistent message” to trumpet Calderdale internally and externally under the heading ‘Marketing Calderdale’ with the Tour as a catalyst.

Managing partner Roger Pride is leading the project on behalf of the company.

“Calderdale Council has recognised that with the imminent arrival of the Tour de France there is an opportunity and need to project a consistent and positive identity for Calderdale,” he said.

“We are conducting a brand exercise to determine the best way to promote Calderdale from a business and tourism perspective in a way that will engage with local people. It’s about bringing business, people and talent to the area and to make it appealing from all those points of view.

“You need to have a very clear narrative about what makes Calderdale special and somewhere that people will want to visit.”

Part of this engagement with local people will involve workshops and a survey which will be published in next week’s Courier for you to complete and be in with the chance of winning a cash prize.

Heavenly has an international reputation with offices in London, Cardiff and New York and includes Fulham FC and Leeds Metropolitan University among its clients.

Mr Pride has expertise promoting Wales on a national level. He was also a member of the board that brought The Ryder Cup to Wales in 2010.

eavenly will continue to research the scheme until the new year when findings will be shared with the creative team and a completed plan will be submitted to the council in February next year.

Deputy leader of the council Barry Collins (Lab, Illingworth and Mixenden) said: “When the Tour de France comes to Calderdale next summer the whole world will be looking at us and what do we want it to see? ?

“The council sees this as an investment opportunity we want to try and develop a distinctive picture to show people. We hope this will bring new business and develop the local economy and promote economic growth.”




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