New place story for Perth highlights city’s renewed ambition

Ambitious plans to make Perth one of Europe’s great small cities will take a major step forward this week with the launch for the first time of a single consistent place story for the region. The new story and associated resources have been developed alongside plans for a new network of city ambassadors. The aim is to champion Perth and the surrounding area to visitors, investors and residents as a place to “live life well”.

Developed by Perth City Development Board, a private sector led partnership backed by Perth and Kinross Council, the story focuses on the region’s unrivalled quality of life, independent culture and connectivity.

The themes and a new identity for the Perth region are captured in a special Storybook, which will be launched at a breakfast meeting attended by local stakeholders, business and civic leaders on Friday 23 November.

The Storybook emphasises Perth’s stunning beauty and natural resources, superb active outdoor experiences, its cultural regeneration, independent boutique shopping, and excellent local and international transport links.

It celebrates the city’s great heritage, but looks forward to the major opportunities ahead as Perth works with its partners to realise the huge potential of new enterprises and investment, including the multi-million-pound Tay Cities Deal.

The new story will also underpin work underway to update the Perth City Plan. Backed by £400 million of public investment, the Perth City Plan sets out the long-term vision and key initiatives to deliver sustainable growth for the city and the wider region.

John Bullough, Chair of Perth City Development Board, said: “Our city has so much to offer that sometimes it’s hard to see the wood for the trees. Perth’s new story makes it simple for everyone – businesses, civic leaders, and local people – to speak with a united voice about what makes our city and its surrounding area great. When we all work together, we can generate a real momentum which will drive the social and economic development of Perth and Kinross.”

Perth businessman Praveen Kumar, one of several early city ambassadors, welcomed the new initiative. “As a local business owner settled here with my family, I’m always keen to promote Perth. The Storybook is an excellent idea, as it means we will all be reinforcing the same messages – that Perth offers a boutique feel and quality of life that you just can’t find elsewhere. Amplifying our views on what makes Perth special will encourage new business growth not just in the city itself but across our region.”

Councillor Murray Lyle, Leader of Perth and Kinross Council, said: “It’s heartening to see the pride and passion so many local leaders feel for our city. Our ambition is to be one of Europe’s great small cities. And we want everyone in our region to share the benefits of a successful Perth. Our city has a unique offer: fantastic heritage, wonderful natural assets, incredible experiences and great people. I’m confident this new initiative will help attract many new enthusiasts to Perth and write a new chapter in our city’s story.”

The new Perth story will be launched at Perth Theatre, which re-opened last year following a £16 million restoration and expansion, and is part of a wider cultural transformation underway in the city.

Perth City Development Board is a partnership of private and public and sector organisations in the city, working together with the aim of supporting economic growth in Perth and the surrounding area.

A Place Story is a single unified narrative, which informs product development, promotion activity, and all parts of an effective strategic marketing approach. It is a technique that has proved successful in other cities, including Coventry and Doncaster.

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