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St Austell seeks to shake off "St Awful" label

By Cornish Guardian  |  Posted: July 20, 2013

St Austell seeks new image as 'gateway to the bay'

Myles Ward

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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."

Do you have any ideas for the rebranding of your town? Tell us about it on Twitter @cornishguardian, on the Cornish Guardian Facebook page, at clowe@c-dm.co.uk or on 01726 871098.

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3 comments

  • jimjams2011  |  July 22 2013, 12:04AM

    Err... St Awful will be known as St Awful until the council pulls its finger out and sorts out Carlyon Bay. They should have just left the Colosseum there and invested in repairs and the place would have been packed and full of money. Unfortunately, there is a lot of corruption about. Also Myles might want to rethink his idea of calling the place a 'gateway', as I'm sure he must be aware that nobody stops at the gates, as they are often awful.

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  • DipStick  |  July 20 2013, 11:08AM

    They could always spend money on fixing what's actually wrong rather than trying to convince people that there's nothing wrong really ..... slightly revolutionary I admit .... DS

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  • emurfitt  |  July 20 2013, 9:22AM

    Any rebranding in Cornwall should be bilingual. One of Cornwall's biggest assets is its own unique Celtic language. All public signage/notices west of the Tamar should be bilingual and the Cornish language 'sold' to the public at every opportunity. This is an opportunity for St Austell to lead the way.

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