It has a reputation as a sleepy town full of pensioners spending their twilight years sitting in deckchairs, but Eastbourne is about to shake off that image thanks to a new brand strategy and identity created for it by Bath creative agency Mr B & Friends. 
The firm jumped at the chance to create a progressive brand for the South Coast resort to challenge what it says are misconceptions.
Taking as its starting point the fact that Eastbourne has long been a popular destination for tourists seeking authentic British charm, stunning natural environments, a great climate, and a huge range of leisure activities, Mr B & Friends has created an all-embracing rebrand now being used on all its publicity and visitor material.
According to research carried out by VisitEastbourne, the Sussex town’s tourist body, the challenge came from Eastbourne being victim to misconceptions that it was a retirement town, which meant a decline in young people and families visiting or settling.
Mr B & Friends CEO Simon Barbato, who led the brand strategy element for the project, saw this as a great opportunity.
He said: “Quite simply, Eastbourne is stunning and with everything that it has to offer, from adrenaline-filled experiences to the serenity of the natural landscape, it’s certainly a place for everyone. 
“We needed to break the myth and tell this great story. Our approach is to consider where next for all of our clients. The brand strategy we created for Eastbourne does this perfectly.”
VisitEastbourne facilitated workshops with more than 35 participants representing local stakeholder groups including business, tourism, education, residents’ groups and local council officials as part of the brand development.
The 12-month project ended with the development of a new brand strategy, place brand identity, tone of voice and messaging, and brand guidelines that have been rolled out into visitor guides, website, social channels, campaign assets and place branding signage.
Mr B & Friends creative director Kate Gorringe said: “Eastbourne is simply breathtaking – a feeling which kept coming back to us. It was the seed that led to ‘Breathe it in’ – the organising thought which encapsulates the sheer beauty, serenity, adventure and excitement to be found in this surprising town.” 
Annie Wills of VisitEastbourne added: “Eastbourne is the jewel in the crown of England’s beautiful South Coast, but our reputation meant that we were not reaching our potential.
“Our new brand gives us a strong sense of identity that communicates the civic pride that exists here. It also tells the story about Eastbourne: tranquillity, excitement, entertainment and wonderful natural environment.
“The new brand will help us to firmly put Eastbourne on the map domestically and internationally as a hugely attractive tourism and commercial proposition.”
