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Elena Terekhova
400 years of Belfast: ‘B’ part of it [0] - 21.05.2024
‘B’ striving21st century Belfast is thriving and … striving. Striving to become a bright spot on the tourist map of the world, striving to remember its ‘triumph over mud and water’ and be a triumph itself in the future. (Glenn Patterson, Fat Lad (Chatto and Windus, 1992).
The current branding strategy of Belfast was launched in 2008 after a year-long international re-branding research programme. Despite there’s no common framework for city branding and every case is idiosyncratic, the new Belfast strategy is based on one of the key methods out of a range used when branding: turning local weaknesses into strengths. Belfast’s disrepute of a central city of a nation at war is vanishing away, leaving a trace of remembering vital to its citizens who prove to be wonderful and extraordinary people as declared all over.
Belfast’s success as an up-and-coming tourist destination is visible through the figures on tourism, accounting to 9.3 million visitors in 2009, compared to 7.1 million tourists in 2008 and the increase in the number of tourists visiting Northern Ireland by more than 10% in 2011 comparing to the numbers of 2010, while the success is mostly attributed to Belfast festivals and the run up to Titanic.
But the city branding implies not only booming tourism. The city marks its visitors, citizens and anyone interested in it. The landmarks (described in the previous articles in photo captions) constituting the city brand are part and parcel of Belfast history and life; that’s what gives them strong connotations of being ‘Belfast’ in character.
Kathryn Wilson with the new Belfast brand logo. Source: Belfast Telegraph © bordersoff
‘B’ happy
We become what we see around, explore and engage in. 20th century Belfast has little to boast about in adding a sense of happiness to its citizens. One of the ’10 secrets to a happy life’ by The Telegraph, UK, is acceptance: being comfortable with who you are. Belfast is seemingly ‘accepted’ with its strengths and dark sides and offers everything to satisfy the remaining 9 demands for a happy life in the 21st century.
Let’s try to explore local assets, projects and branding methods through the way they help bring these ‘secrets of happiness’ to life. Although not aiming to provide the full coverage of events and places waiting for you in Belfast, this section highlights the most uncommon and characteristic city happenings.
giving
The ‘Community gardens’ project is open to anyone wishing to volunteer in planting trees, flowers and vegetables in the three community parks: Glenbank Park, Suffolk and Lenadoon located throughout Belfast. Volunteers reap the fruits (or vegetables!) of communication and feeling a part of community. The initiative contributes to a branding method of community building reflecting and involving local assets and people.
vibrant
Numerous pubs and cafes of Belfast suggest you sit for a while and have a nice talk with the locals. In many of the places you’ll be welcomed with your own drinks and own dreams to share.
One can’t help celebrating when music, dance, art and performance are all around. Don’t miss Belfast festivals 2012! Titanic Belfast Festival, Ulster Bank Belfast Festival at Queen’s, outdoor arts event Land of Giants and a number of traditional annual festivals and events serve the goal of branding through events and flagship projects.
Photo: Mirela Dimitriu © bordersoff
appreciative
The Telegraph explains ‘appreciating’ as noticing the things around. Enjoying nature, fresh air and taking one’s time is what most citizens dream about. Belfast has rediscovered the river Lagan with the construction of the Waterfront Hall, the Odyssey Centre and Lanyon Place, revitalizing the riverfront as the area of art, architecture and design. Branding through the urban redevelopment, administering long-term change and branding through special quarters turned out to be enthralling for both locals and tourists.
Photo: Elena Terekhova © bordersoff
curious
‘Explore, dream, discover!’ are altogether available in Belfast. If visiting the birthplaces of heavy industries is too ‘heavy’ for you, why not try a Candy Factory? Established in 1953, Aunt Sandra’s Factory and Shop still produce and sell chocolates, fudges and boiled sweets made from 100 year old recipes. This kind of sweet tourism corresponds to branding local arts and crafts and takes your imagination far afield.
Aunt Sandra's flyer © bordersoff
‘B’ Belfast
Belfast owes much to the politicians’ and citizens’ alliance in the process of its regeneration. ‘The Belfast To Do List’ was one of the first documents on Belfast strategy: a manifesto for change, it was signed by almost 40 organisations, including local and central government agencies; quangos (non-departmental public bodies), local partnerships, regeneration companies, economic development agencies and universities. The Department for Social Development (DSD) launched several programs to address the problems of low income neighbourhoods, social cohesion, public safety and physical reconstruction. Most of the funds came from a central government fund for Northern Ireland, EU grants and smaller local government programmes.
Many community initiatives and NGOs are actively engaged in Belfast regeneration, for instance Community Relations Council, Mediation Northern Ireland and the Interface project. Belfast branding strategy works, escapes the citizens’ resentment and attracts tourists. That’s not surprising: it has never refused individual driving forces and dedicated groups which helped this new brand Be truly Belfast.
Acknowledgements & Bibliography
Culture |29.01.2012 | Views: 2050
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