The Cultural Aspect Of The Region

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the “county has an amazing array of art and culture” (TDY Press Release 12). Associating the region with intellectualism and arts is a common technique in regional branding. It implies the idea of a region inhabited by “individuals who enjoy the finer things in life” (Danesi 2006: 95). Anholt (2003) argues that by giving Yorkshire the identity of an artistic region the campaign team determined the most compelling vision for the region that is most likely to succeed in the pursue of recognition. The cultural aspect of the region is especially important due to Yorkshire’s association with mining and a labourer background. By presenting it as a region with fine arts the Tour de Yorkshire campaigns adds another layer to Yorkshire’s image.…show more content…
In this case that means the people actually living in Yorkshire. In order to promote the region to local people the press releases emphasise local celebrities such as artists who support the event and help to put their “beloved county on the map” (TDY Press Release 15). Furthermore the written communication contains quotes from Miss Yorkshire and her pride on having the tour in her “home town Leeds” (TDY Press Release 13). With these narratives the PR team contributes to the creation of Yorkshire identity within the community of Yorkshire by what L’Etang (2013:80) calls “devotional-promotional communication”. That term is used in sport public relations in order to describe the creation of loyalty and familiarity towards a club or event by connecting it to the general attributes of the region. Fans often regard sport events or clubs that implement that successfully as an embodiment of the spirit of the region. The Tour de Yorkshire tries to connect with a local audience by highlighting the involvement of local businesses. That includes the announcement of the Yorkshire Bank as one the first sponsor of the race (TDY Press Release 8) as well as content about the trophy made by a company with “Yorkshire roots” (TDY Press Release 21). Willmott (2001) explains that brands nowadays are aware that they not only work with markets but also with societies and within communities. As already mentioned previously in
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