Look Sideways-East: Brand Narrative

The most memorable places have a distinct story to tell. The Look Sideways – East Brand Narrative is a short piece of simple prose that embodies the Look Sideways brand. It’s packed full of facts that allows the East to stake a claim as the region that defies expectation. It is authentic, yet aspirational, and will encourage visitors to delve deeper and learn more about the region.

The brand narrative can be used in a number of ways and is very versatile. It’s designed to allow us all to sing from the same song sheet, but not necessarily sing the same note.

It can be copied directly to a Look Sideways – East page on your website, telling visitors about the project, and encouraging them to take a look at the other cultural experiences on offer across the region, after all, this project is strongest when we work collaboratively.

It could also be used in the following ways:

  • Try using the key phrases in some of your other marketing materials. Use them in tweets and Facebook posts, or incorporate into introductory text in your season brochure.
  • You might want to include information on the project to media or travel trade. Look Sideways – East are reaching out to a number of national titles, and the more we speak about the project, the more they’ll start to recognise the East as a place of creativity and culture.
  • Share the narrative with the entire team (not just the marketing department!), and think about ways your current offer could be aligned with it.
  • Could you develop a package around your product and other events in the region? Perhaps you could work with tourism businesses to offer a package to potential visitors.
  • Do you have an organisational blog? Maybe you could explore some of the key phrases in a blog post.

 

The Full Narrative

You’ll find the East is a place that defies convention: our skies are awesome, our landscapes simply breathtaking, and our art and culture has le the world for hundreds of years.

From Benjamin Britten to the biggest world orchestra on the Suffolk Coast. From Constable’s landscapes to cutting-edge live art in urban Ipswich. From the home of creative writing to a festival city of world art in Norwich, England’s first UNESCO City of Literature. From fishing port to historic family getaway, Great Yarmouth is forging a new identity through radical circus and outdoor arts – and fun is still written through it like the letters through a stick of rock. The East is home to art that welcomes the world, challenges expectations, and leaves you changed.

We are on the doorstep of Europe, a place of international exchange for centuries, where hospitality and friendly greetings stretch from coast to countryside. Expand your horizons in the place where culture welcomes the curious.

Unexpected and close to home, Look Sideways – East for world-class culture.

In a paragraph

You’ll find the East is a place that defies convention: our skies are awesome, our landscapes simply breathtaking, and our art and culture has led the world for hundreds of years. We are on the doorstep of Europe, a place of international exchange for centuries, where hospitality and friendly greetings stretch from coast to countryside. Unexpected and close to home, Look Sideways – East, for world-class culture.

In a sentence

You’ll find the East is a place that defies convention: our skies are awesome, our landscapes simply breathtaking, and our art and culture has led the world for hundreds of years.

Key phrases

  • A place that defies convention
  • Our art and culture has led the world for hundreds of years
  • The East is home to art that welcomes the world
  • The place where culture welcomes the curious
  • Unexpected and close to home