Marketing campaign planned to promote East Renfrewshire

New branding could be launched to encourage people to live, work, visit and invest in local areas.

The ‘Here’ brand has been designed to “celebrate the fact that our residents are proud of being from here”, a council report states.

With businesses “struggling to cope” despite support grants, the council wants to “take action where appropriate to stimulate economic recovery”.

Cabinet members will be asked to approve the ‘place branding’ strategy at a meeting on Thursday.

Research has been carried out with stakeholders, including local businesses, residents, council staff and East Renfrewshire Chamber of Commerce, which highlighted “that East Renfrewshire is a collection of separate towns and villages with unique identities”.

The council report states the place brand has “been developed to support economic recovery with the goal of uniting East Renfrewshire’s unique towns and people through a shared sense of pride to live, work and play in East Renfrewshire.”

The ‘here’ brand would be supported by photography and a logo, showcasing different towns, landmarks and activities.

In the short-term, the strategy aims to support businesses impacted by the pandemic and encourage local people to spend time and money in the areas through a ‘Love Local’ campaign. New winter lighting will be provided through the Town Centre Fund.

The council wants to encourage people to discover, or learn more, about their neighbourhoods, including outdoor green spaces. A guide to walking and cycling routes would be developed.

Longer-term aims include attracting new businesses and residents to East Renfrewshire and increasing tourism opportunities.

“Traditionally, a high proportion of East Renfrewshire residents travel to work outside the local authority boundary area, often shopping and eating outwith the area,” the report adds.

“In addition, residents often travel outwith the area to obtain a product or service.

“With more residents working from home, there is an increased opportunity to promote local retail and leisure opportunities, reducing leakage of spend.

“Shopping locally can also assist in the reduction of our carbon footprint by reducing the need for longer car journeys, increasing footfall in our town centres and complementing other council and Scottish Government initiatives which promote walking and cycling.”