Blog

The focus of my latest blog is The Durham Story, the launch of Durham’s new place brand.  It is an exciting new approach to promoting the county that was recently unveiled to over 80 stakeholders at a launch event at Gala Durham.   

The event, hosted by Durham County Council and Durham University, was the culmination of a 12-month project which has seen engagement with hundreds of stakeholders from across the region, to identify a compelling new proposition for the county which will showcase Durham on a global scale.   

The new brand and story for the county takes inspiration from the past and encourages us to use it to help shape Durham's future.  It is based on The Big Idea for Durham, an emotional and behavioural statement of intent: ‘Durham: confidently championing its regional, national and international role’

Spearheaded by Durham County Council, Durham University, Visit County Durham and Business Durham, this new approach will see organisations and individuals join forces and unite behind the brand to build the county’s image, identity and reputation, and harness profile-raising opportunities to reach key audiences.   

The Durham Story is an extraordinary blend of beauty, enterprise, heritage, culture and ambition, found in all four corners of the county. It shines a light on what makes us special, the distinctiveness and character of Durham, and the opportunities for the growth, development and promotion of the county.  

It is embodied by four key themes of ‘our natural lifestyle’, ‘contemporising and connecting our culture’, ‘space to innovate and grow’, and ‘a special city that attracts and radiates’.   

Our Natural Lifestyle: Durham is incredibly diverse, comprising proud communities set within and alongside coast and countryside, a globally recognised city and a special natural environment. 

Contemporising and Connecting our Culture: Durham is committed to culture-led regeneration, highlighting the creativity and innovation that thrive in the county. In Durham the visitor economy and culture fit together like hand in glove, attracting over 20 million visitors every year. 

Space to Innovate and Grow: Durham was at the forefront of the industrial revolution, gave birth to the modern railway and is now at the forefront of another hi-tech revolution. This is where cutting-edge innovation meets a rich industrial heritage, offering businesses an unparalleled environment in which to thrive. 

A Special City that Attracts and radiates: Durham City is a destination on a national and international level, the jewel in the crown of Durham. The UNESCO World Heritage Site of Durham Cathedral and Durham Castle brings in visitors from around the world. Durham University welcomes over 20,000 students each year, along with visits from friends and families. 

With a consistent approach across multiple sectors, the Durham Story will enable us to engage and inspire potential investors, businesses, visitors and students, whilst instilling pride in our resident and business communities. 

A new website for Durham acts as a showcase for the county, shining a light on our incredible stories and successes. And a new initiative, Durham Champions, will see an exciting new network of individuals helping to promote the county through their own activities, in a consistent and compelling way.   

 People who live, work or simply love Durham are being asked to get involved by becoming a Durham Champion to help take the Durham story to the world. Businesses, residents or Durham University alumni can get involved and help spread the word. 

To find out more about the Durham Story, and how to get involved, visit: Durham-UK.com