The new brand for Calderdale ‘Pretty Gritty’ was officially launched today by Welcome to Yorkshire’s executive director Gary Verity.
Business and civic leaders attended the event at Dean Clough to hear how the Pretty Gritty branding would work for marketing Calderdale to tourists and investors.
£40,000 of taxpayers’ money was spent to employ ‘place branding’ consultants Heavenly in 2013 to come up with a brand identity for the borough.
Roger Pride, managing partner at Heavenly, said: “Few places offer this blend of beauty and history in such a small place.
“Pretty Gritty is about real beauty - not quaint, chocolate box villages.
“Some places would be content to be pretty. We’re better than that - we’re Pretty Gritty.”
The Pretty Gritty branding has been met with a mixed reaction locally.