VisitNorwich is proud to announce that we are launching a new brand for Norwich. This is part of a wider initiative to put Norwich 'on the map' as a top UK tourist and business destination.  Following market research, now is the right time to introduce a fresh look across the city ahead of an incredible year of events taking place in 2020.  

City of Stories initially launched as a marketing campaign in 2014, and has since evolved into the brand positioning due to its popularity and a number of unique literary firsts: these include being awarded England's first UNESCO City of Literature (2012), University of East Anglia (based in Norwich) pioneering the MA in Creative Writing course (1970) and the city being home to the only National Centre for Writing in the country (2018). Yet Norwich's stories reach beyond just the literary:

·         The city of many firsts: from opening the first English civic provincial library in 1608 to becoming the UK's first ever Sharing City in 2019.

·         The city of culture and community: it's a place where diverse communities live in harmony, and where creative minds come together. Today, 108 languages and dialects from around the world are spoken on our streets.

·         The city of award winners: from our independent stores to our 900-year-old open-air market, winner at the Great British Market Awards 2019.

·         The city of mavericks: Norwich is the only English city to have been excommunicated by the Pope and today the Quadram Institute is at the forefront of a new era in food and health research.

·         The city of literature:  England's first UNESCO City of Literature, world-class writers start their careers here.  And we're home to 5% of the UK's indy publishers.

·         The city of excellence: We breed innovation. Home to 2 leading universities (University of East Anglian and Norwich University of the Arts), 3000 scientists and over 75 science and technology businesses.

·         The city of football: The fans of Norwich City Football Club chanted the oldest football song in the world, 'On the Ball, City' across the rooftops and into the Premier League in 2019.

From commissioning an annual brand awareness survey with Ipsos Mori of over 2000 people nationally, to in-depth qualitative research using mobile ethnography (where participants film their viewpoints using their mobile phones) we learnt that Norwich offers all the ingredients for an ideal UK short break.

Caroline Mayers, Head of Marketing at Norwich Business Improvement District (BID) and VisitNorwich said the time was right to create a new chapter for destination Norwich following VisitNorwich becoming part of Norwich BID in 2017 and the BID aligning itself with Norwich City Council's 2040 vision.

“We have a unique opportunity to make the most of VisitNorwich being part of Norwich BID, which is represented by over 19 organisations within the city including Norwich City Council and Norfolk County Council. Through our collective projects, we can align our messaging to drive a consistent, confident and creative narrative for the city.

Norwich, the City of Stories is born out of truth and insight. It's an exciting positioning about celebrating where we've come from, what's happening now and where we want to go in the future. We're a city on the move and always have a story to tell.

And we want to welcome everyone to our buzzing, big-hearted city, beneath the big Norfolk skies. And we're going to be building the brand in a way that celebrates the collective voice of the city, starting with asking residents to share what makes Norwich special to them. It's all about shared ownership, pride, participation and authenticity.”

7 May Launch

Today commences with a poem for Norwich - 'What is a Norwich?' - commissioned by VisitNorwich and written by award-winning poet Piers Harrison-Reid, an A&E nurse in Norwich. This is just the start. Our planned activity, to be rolled out throughout the year, includes new: print collateral, website (autumn), seasonal marketing campaigns, podcasts, imagery and brand film. A toolkit for local businesses will see our assets shared across the city and VisitNorwich members to further spread the word and amplify the story.

·         Between 11am and 3pm branded totes and enamel badges will be given out in the city centre.

·         10-postcard limited edition pack giveaway and competition to win one of five prizes by sharing individual stories of Norwich.

·         Live entertainment in the city centre with a quirky marching band, New York Brass Band.

·         Commissioned live performance of 'What is a Norwich?' by Piers Harrison-Reid on BBC Radio Norfolk, 3pm and film for all to see available on Instagram.

Notes to editors

For more information, interviews with Caroline Mayers, Head of Marketing, VisitNorwich   and high res images please contact Melanie Cook PR Manager, 01603 559574 / melanie.cook@visitnorwich.co.uk. 

Social Media: YouTube (Piers Harrison-Reid 'What is a Norwich' film (available from 7 May), Instagram – Norwich_cityofstories #cityofstories.

2020 Events & Anniversaries: 50 years since the University of East Anglia launched its MA in Creative Writing, 175th anniversary of the Norwich University of the Arts, 40th anniversary of Norwich Puppet Theatre, 40th anniversary of Norwich Arts Centre, 250th anniversary of Jarrolds (Norwich's only independent department store), launch of Norwich Castle's Keep returning to its original medieval status, Norwich Cathedral is the last host for the national tour of  'Dippy the Diplodocus' (July – October). 

About VisitNorwich

•             VisitNorwich is the destination marketing organisation for the Norwich area and is the tourism destination marketing function of Norwich Business Improvement District (BID) - www.visitnorwich.co.uk and www.cityofstories.co.uk.               

•             VisitNorwich is a membership organisation within Norwich BID and its activities are funded by members, public sector stakeholders, including Norwich City Council and directly by Norwich BID.

•             VisitNorwich's sole focus is to promote and develop the destination and support its members through collaborative marketing, research, information and business advice.

•             Total value of tourism in Norwich is £751,665,375 including 12,278,200 trips (day and staying) - Destination Research: Economic Impact of Tourism report 2017.

•             In 2019 Norwich Market was named Best Large Outdoor Market in the Country in The Great British Market Awards.

•            In 2019 Norwich became the UK's first Sharing City part of the Sharing Cities Alliance.