I did some market research back in 2006 on promoting the potential of the various attractions comprising the Cornish Mining World Heritage Site (WHS). What emerged from this was:
Industrial heritage is seldom represented in pre-existing promotional regional or national marketing;
Information obtainable via the Internet or brochures is inadequate and not pitched to make industrial heritage an exciting proposition;
There is a confusion of various regional, sub-regional and local brands;
The World Heritage Site brand is weak in Cornwall as it is in other parts of Britain;
Two main recommendations were made:
Cornwall and west Devon’s rich mining heritage needed to be inserted into pre-existing mainstream and established marketing. Greater emphasis needed to be placed on the destination ‘product’; this is the WHS Landscape with its internationally recognised mark of quality and the commensurate kudos that this entails. Agencies such as VisitCornwall had to be encouraged to shift away from purely marketing surfing, beaches and attractive fishing villages.
Secondly, visitors needed to be educated as to what a WHS was and the fact that one existed in Cornwall and west Devon. The aid of the various attractions within the Cornish Mining WHS was recommended to raise the profile of WHS status and to promote each other.
Since then some progress has been made. The Local Authority World Heritage Forum (LAWHF) approached the Department for Culture Media and Sport (DCMS) and VisitBritain regarding a national WHS awareness raising campaign and the need to fund the production of a corporate brand and marketing medium for all UK WHS’ s. The UK WHS’s were included in the Cultural Olympiad for 2012 and South West Tourism is delivering a three year campaign to promote the region’s four WHS’s. Although this was initally aimed at the domestic market, it has been incorporated into their overseas marketing in years two and three.
CMAMA (The Cornish Mining Attractions Marketing Association) is taking a proactive role in ensuring that mutual promotion occurs among the various mining heritage attractions which comprise its membership. The membership of CMAMA focus on quality and authenticity of experience and its successful joint marketing initiatives and branding, based on the WHS logo, strapline and statement of Outstanding Universal Value, have already begun to bear fruit, with a six fold visitor increase and multiple site visits in the WHS celebration weekend in 2006. CMAMA projects include a successful joint marketing leaflet and quality standards training for its membership.
Establishing a WHS takes time and it will take much more time to change visitors' perceptions of the Cornish hinterland which has been shunned as post industrial and ugly. I am sorry to hear about the old Holmans building which is situated in the Central Mining District, which is promoted as the heartland of Cornish engineering; this is a vital theme in the story of the Cornish Mining WHS. It absolutely should have been retained.
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