Local businesses in the English Lake District UNESCO World Heritage Site are showing their support for its new global recognition with huge enthusiasm. Today, at the Westmorland County Show, the partners that developed the successful bid for inscription launched their branding for the UK’s most recent World Heritage Site – with great popular appeal. Taking a simple but welcoming approach the brand clearly identifies the place but cleverly encourages its adoption by local people for use in promoting activities, destinations, services and products using the specific font style.
On display at the showground today, ably hosted by team members from the Lake District National Park Authority and the National Trust, were some great examples of how locally produced goods are promoting themselves and the World Heritage Site as a result of this partnership. From local ‘Lovingly made in….’ cosmetics, to Cumbrian beer and coasters, even a ‘World Heritage relish’ and the Herdwick wool handbags made famous on Kate Humble’s recent BBC programme, ‘Back to the Land’. These will all benefit from their association with the World Heritage Site and vice versa as the site is promoted through these local products.
It’s a win-win plus as sustainability is at the heart of this initiative. Sustainability of the land and its heritage conservation, sustainability of the local economy required to underpin it, and sustainability of the local communities that live and work here. And what a great showcase this will be for the visitors who will come here from across the world as a consequence of the UNESCO network of World Heritage Sites. There was a great sense of pride around this event today, and with good reason. The English Lake District is really making the most of its hard-won world heritage status.
You can meet Alex and Mairi (above) at the World Heritage UK conference at the Tower of London on 15th and 16th October where they will be with other UK World Heritage Site Coordinators. There are still some tickets left and you can register at: www.eventbrite.co.uk/e/setting-the-scene-for-world-heritage-tickets-46877370477