Ilkley booklet to back drive for ‘distinctiveness’ launched (From Ilkley Gazette)

Ilkley booklet to back drive for ‘distinctiveness’ launched

11:00am Monday 1st October 2012 in News By Jonathan Redhead, Ilkley/Otley Reporter

A new handbook designed to help traders beat the economic downturn has been launched.

Rural regeneration company Pennine Prospects is behind the ‘local distinctiveness handbook’ as part of a campaign to support tourism, hospitality and creative businesses in the South Pennines – an area including Ilkley and surrounding towns and villages.

Packed with practical advice and tips, and illustrated by artist Angela Smyth, the free guide is designed to help businesses keep the cash tills ringing by focusing on local charm and character – from the landscape to local delicacies.

Businesses can order a free copy at southpennines.co.uk, where they can also join a mailing list for updates on future events and marketing workshops associated with the wider campaign.

The handbook is part of the South Pennines Local Distinctiveness Project, a business advice and marketing project, which was launched by Pennine Prospects earlier this year to give a boost to local tourism based businesses.

The campaign stretches across the South Pennine region – an area which straddles the Yorkshire and Lancashire border and extends from Marsden to Ilkley.

Rebecca Yorke, Pennine Prospects’ local distinctiveness co-ordinator said: “There’s no denying that many tourism and hospitality-based businesses in our region are under pressure, due to the very challenging economic climate.

“The handbook, and the wider campaign, is about helping them to get new customers through the door, through more effective marketing.

“Visitors are much more sophisticated these days. They want to really immerse themselves in a place – its local food and drink, culture, character, and quirkiness. By bringing this local distinctiveness to life, we can get visitors to stay longer and spend more.

“We hope local businesses in Ilkley will take the opportunity to order our free marketing handbook, and sign up to the mailing list, to keep up-to-date on the range of workshops and events we have in store throughout the remainder of the year.”