Be Inventive – Coventry
Client: City of Coventry
Background: The City of Coventry is embarking on an £8b regeneration programme that will take the next 15 years to deliver.
Requirement: We were commissioned to assist the city in defining a lasting proposition and develop an effective communication and engagement strategy that would initially focus on rekindling civic pride amongst the 300,000 citizens.
The strategy also needed to create a meaningful offer that would encourage prospective visitors and investors to the city.
Solution: A perceptions study was commissioned amongst local people and consultation was extensively undertaken amongst city stakeholder groups. As a result, a proposition was developed around the city’s heritage of inventiveness, which not only featured the city’s automotive achievements and the invention of the Sir Frank Whittle jet engine but spanned back to the city’s achievements over almost 1000 years. Implementation of the strategy included the creation of a strong ‘Be !nventive’ brand identity applied to a range of marketing materials and the creation of a number of significant events and initiative including: The Festival of Invention; The Whittle Inventive School of the Year Award, The Worlds Biggest Children’s Story Book, and The University of Coventry Be !nventive Scholarship,
Result: The brand strategy once implemented, provided a single message for the city which has contributed to the city’s inward investment activity and most notably contributed to the city’s football stadium being selected as a 2012 Olympic venue.
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