Bristol City Council
Scope of Work:
Making Bristol a destination
Understanding perceptions of the UK city
The problem
Bristol has many things to offer visitors of both business and leisure, but is not often thought of as a destination to visit, live or work. The city wanted to understand how it was perceived by former and potential visitors.
The solution
We executed a digital survey in two key markets ? Boston and Chicago ? to gauge familiarity with the Bristol area, understand residents? experiences in the city and measure important factors when thinking about living in, working in or visiting a city. Participants were recruited through social media advertising and were screened to ensure they had at least some awareness of Bristol.
The results
While Bristol has much to offer, and those familiar with it rate it highly, differentiation is key. We found that the city must showcase its icons – for example: Banksy and other cultural, historical, architectural and musical attractions – to separate itself not only from other Bristol’s of the world, but also from other UK cities. Education is also key. Not only is there competition for the term “Bristol” in the United States, but many were unsure of Bristol’s cost of living and employment opportunities, the attributes cited as most important when thinking about living or working in a city.