Dacorum is to be promoted to businesses of the world as a great place to invest in with a Monopoly-style board game.
A campaign called Dacorum – Look No Further with a two year budget of £300,000 intends to put the borough on the map with a range of marketing activities, including the game.
The charm offensive was endorsed by Dacorum Borough Council’s cabinet at a meeting last night (Tuesday).
Councillor Terry Douris, the council’s planning and regeneration supremo, told his fellow colleagues that the game will be an “opportunity tell the world about Dacorum” and he joked: “there will be areas we will want to buy, sell and build houses on!”
He added: “We want people to locate here and relocate here.”
Chris Taylor, the council’s group manager (strategic planning and regeneration), said: “The campaign is about the place and getting the word Dacorum into people’s psyche... to get people asking the question ‘what is Dacorum’?”
The campaign also includes a new Dacorum Look No Further website and a new tourism officer who will have to sell advertising on the site to fund his or her own post after an initial two years.
The intention is for the borough to “punch above its weight” in attracting an enhanced level of investment and jobs into the area. Councillors also want to have a “robust planning and development framework” where businesses can know exactly what they can expect from the authorities.
The council is also behind the Dacorum Open for Business Showcase being held at Shendish Manor on November 9. Councillors were told all 63 stands for exhibiting firms have been taken up and organisers are hoping that local companies will generate wealth in the economy by doing business with each other. They want to foster a “community of businesses” in the area. The council will also be launching an open for business statement and its Maylands Gateway Development Brief at the showcase.
A report to councillors at yesterday’s meeting read: “The web site and supporting campaign will begin to increase the reputation of Dacorum by selling the positive messages.
“The campaign aims to change the culture and make sure successes are celebrated and publicised. It is an opportunity to “shout” about the qualities of the borough and what it gas to offer.”
The report added: “With out ambitious regeneration programme, Dacorum Borough Council is leading on a number of really exciting projects – so let’s tell everyone!”
What do you think? Is spending money on marketing Dacorum a good idea? Would it be better to promote the individual towns? Let us know by posting your comments below.