Media Release: Fife perception study


OVER 300 telephone interviews, up to 500 face-to-face interviews, and over 2,000 UK online survey responses: the Fife Perception Study has been busy gathering a picture of Fife’s external image.

The Study was commissioned on behalf of Fife Council’s Environment, Enterprise & Transportation Committee.

It falls within the Fife Economy Partnership’s Promoting Fife initiative whose aims are to raise the profile of Fife and position it nationally and globally as a great place to live, work, visit and invest.

Monday, 23 January, was a key milestone in the journey of the Fife Perception Study. Stakeholders, business and tourism partners, and representatives from Fife Colleges, Scottish Enterprise and Fife Council gathered to hear evidence and findings from the perception research.

Held at the Old Manor Hotel in Lundin Links, the Promoting Fife Perception Study workshop was the first engagement for Chris Parr, group chief executive of Tullis Russell Group Ltd, in his role as chair of the Fife Economy Partnership.

He said: “I am really excited about being part of shaping Fife’s future.

“Our aim is to make Fife the easiest place to do business and the Perception Study is vital to understanding how we can more effectively bring further investment, new business and tourists to Fife.

“Monday was the final consultation stage for the Perception Study and the views gathered, from those who attended, are pivotal to the Promoting Fife team and its success.

“The workshop outlined the findings and included exercises aimed at stimulating views which will help create Fife’s brand story.

“This will identify what Fife is about, what Fife stands for, and what Fife believes in. This story will then be used to underline and strengthen the promotion of Fife particularly in the key areas of tourism and renewable energy.”

Councillor Ross Vettraino, vice-chair of Fife Council’s Environment, Enterprise & Transportation Committee, thought the workshop was very informative.

He said: “Fife’s external image has been under scrutiny for the last four months as the Perception Study found out what businesses, national opinion formers, visitors to Fife, and the wider UK public think of the area and how they see it.

“The findings give us an understanding of what customers want from Fife as a place. This knowledge will be used to enhance the area’s economic competitiveness and influence consumers.”

“Until recently there has been no formal structure supporting an integrated promotion of Fife and we believe this may have been limiting its economic growth potential. Projecting a strong positive picture of Fife will influence the area’s ability to attract tourism and inward investment and help our economy grow and develop”.


Notes to Editors:

• The Fife Economy Partnership is the economy theme group of the Fife Community Planning Partnership. Formed in October 2008, the partnership brings together key players from industry and the public sector to identify and drive forward strategic policies and initiatives to grow the Fife economy.

* ThinkingPlace are a UK based company specialising in place and place marketing.

* The Promoting Fife team sits within Fife Council’s Enterprise, Planning & Protective Services. The Service leads the Fife Council agenda for economic regeneration.

* Promoting Fife aims to raise and increase awareness locally, nationally and globally of Fife’s credentials as a great place to live, work, study, visit and invest.

* The team will do this by working collaboratively with key partners and stakeholders across identified sectors providing a cohesive approach to positioning and promoting Fife.

* Promoting Fife is managed by Fife Council and this news release is issued on behalf of the Fife Economy Partnership.

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Contact: Frances Chisholm
Phone: 08451 555 555 Ext 44 26 89