ST AUSTELL is rebranding itself to shake off its "horrible 'St Awful' label".
Business Improvement District (BID) manager Myles Ward said he aims for the town to be known as "St Austell, gateway to the bay", to incorporate all the area has to offer and dispel negative stereotypes.
An event at St Austell Brewery this week saw those on the BID team gather to brainstorm ideas, so a brief can go out to tender with design agencies.
"It was agreed that the brand should certainly feature the wider St Austell Bay area, and also give a feel of 'family friendliness'," said Mr Ward, who is working on the brief this week.
"The final branding will be used in all marketing for the town.
"It will feature in everything that we do, especially signage, posters, catalogues and media. I'd like to get it adopted by the council also, so that we have a single, unified message."
He said they had "quite a bit of work to do" on the project, but wanted to get the ball rolling.
"It is important to let the public know that there is much more that St Austell, and the immediate area, has to offer, than just the town. We need to get rid of that horrible 'St Awful' label," he added.
"It was clear from our brand meeting that the town does not attract families and it also has a poor evening reputation. The historical importance of the town is very underplayed, as is its excellent railway links with London and beyond.
"We need to improve the overall 'St Austell' product, before we strongly market it, and the town certainly has opportunity to build its attraction to the wider public, by encouraging more niche retailers, restaurants, wine bars and the like.
"It will then become a place for people to visit and spend time in the town – during the daytime and the evening."
He added that the brand label for St Austell will be something along the lines of "St Austell, gateway to the bay."
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