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Invitation to Tender - Food & Drink Strategy

Marketing Lancashire are seeking to develop a new food and drink strategy, with a 3 year action plan, that will identify opportunities to develop, promote and showcase Lancashire’s food & drink offer,

Introduction & Overview

Lancashire welcomes just over 63 million visitors each year who contribute £3.67 billion in visitor spend to the local economy and support just over 56,000 jobs. Food and drink is worth around £734 million to Lancashire’s visitor economy accounting for 20% of this tourism revenue and supporting an estimated 12,937 (23%) FTE food and drink related posts within the sector. Its value has risen by £129 million (21%) over the last 6 years, from 2009. (Source: STEAM 2014)

Lancashire has a strong reputation for quality food and drink. It is home to a Michelin Star restaurant and adjoining cookery school at Northcote aswell as many award winning businesses such as The Cartford Inn, Parkers Arms and La Locanda. Freemasons at Wiswell, was crowned number one in the Good Food Guide’s Top 50 Pubs for the second year running and the Seafood Pub Company who boast the Oyster and Otter, was awarded the accolade of Best Food Pub by the Great British Pub Awards and the Assheton Arms, won the 2014 Lancashire Tourism Pub of the Year award, amongst their Lancashire based portfolio. A vast array of Lancashire produce is also championed through our top quality food producers, suppliers and retailers whose strength is in the quality, freshness and flavour of their locally grown and prepared produce. For example, there are 8 Lancashire cheese makers all within 10 miles of the Forest of Bowland AONB, 23 micro- breweries and renowned local specialities including Goosnargh chicken and Morecambe Bay potted shrimps which have been produced by Royal Warrant since 1867. Such is the quality that you will find Lancashire produce on display at the Borough market in London.

The strength and appeal of Lancashire’s food and drink offer in attracting visitors is recognised by the Lancashire Visitor Economy Strategy 2015 -2020 which sets out the vision for Lancashire as a visitor destination by 2020. As part of this vision, it tasks Lancashire with being known as a culinary ‘must visit’ destination because of the authenticity and quality of its food and drink, from field to table, locally sourced from the county’s stunning valleys, plains, woodlands and coasts.

Marketing Lancashire is the destination management organisation for Lancashire, promoting the county as a visitor destination as well as a place to live, study, invest and work in.  It is Marketing Lancashire’s ambition to make the world sit up and take notice of Lancashire, leading Lancashire to tell its story brilliantly, to create positive images and change perception of the county.  Marketing Lancashire works with a wide range of visitor economy, public and private sector partners and national and international organisations to raise the profile of Lancashire’s quality visitor offer.

To achieve this vision, we are seeking support to develop a new food and drink strategy, with a three year action plan, that will identify and maximise the opportunities to develop, promote and showcase Lancashire’s outstanding food and drink offer, raising its profile to become a nationally recognised, culinary ‘must visit’ destination and position Lancashire as the Food & Drink Country.

What we need from the successful agency:

The Taste Lancashire accreditation scheme and consumer marketing campaigns led the way in terms of working with producers, chefs and quality food outlets to promote the destination. Originally launched in 2007 and expanded through subsequent campaigns and RDPE (Rural Development Programme of England) projects, Lancashire’s new food and drink offer needs to leapfrog the raft of destinations now developing similar initiatives and place Lancashire at the forefront of food promotion and customer engagement; through renewed B2B interest in the Taste Lancashire brand and engaging B2C marketing campaigns, that capture the food lover’s imagination.

  • To reposition Lancashire as ‘Food & Drink Country’  – identifying trends and opportunities that play to Lancashire’s strengths, developing appropriate initiatives to facilitate this transition
  • To re-launch the Taste Lancashire accreditation scheme via our B2B channels, in order to grow membership and support
  • To develop a Taste Lancashire toolkit – for new partner engagement, brand development and on-going communications
  • To generate national and regional press coverage across consumer and trade media, using your specialist knowledge and contacts to showcase Lancashire’s quality food & drink outlets, producers and unique character

Budget and Timeframe:

Submissions should be completed by 29th January 2016. The available budget is up to £20,000+VAT. It should be noted that the direct, indirect and labour costs associated with the preparation of proposals in connection with this ITT are to be borne by those who are tendering for the contract.  Neither Marketing Lancashire nor any of its agents or partners shall be liable for any costs incurred by agencies in responding to this ITT.

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