Green Capital Award is global opportunity

15 November 2013, Blog

As someone who has worked closely with Bristol on promoting its green credentials, from supporting the 2014 European Green Capital bid to being part of a team that organised two Green Expos in the city, I know how much Bristol wanted the 2015 title. Now they have worked so hard to get it, everyone needs to help them maximise the marketing potential of the award.

Last week I was one of at least 200 people who got a sneak preview of the city’s plans for 2015 when it celebrates its European Green Capital status. Everyone was inspired by the city’s plans, so much so the audience was largely reduced to giving a wish list rather than being critical about what lay in store.

As it was highlighted this award is truly a lifetime chance to be seen as the Global Green city.  But to maximise its marketing potential, Bristol needs to go even further and see the big picture opportunity to showcase the wider innovation and creative credentials of the city beyond what we do in the green arena.

Innovation and creativity is what we’re great at and this is our chance to put our pedigree on the international map. In doing so we need to show the world that we have the right education infrastructure in place, the right skills base, the right business environment and the right mindset in making things happen.

In addition to gaining the support and participation of all corners of the community within the city and wider region, likewise we need to do the same with the nation as a whole, including central Government. Therefore a key message has to be that this award is not just for Bristol, but Britain can equally claim to be the green capital of the world. This will be key to attracting funding from government and the private sector and ultimately attracting inward investors.

Bristol has often been criticised for hiding its light under a bushel. Now we can change that forever using the European Green Capital as the linchpin.

Managing Director of JBP’s Bristol office, Chris Lawrance has some 25 years’ experience in the PR industry and has expertise across the full communications mix. At JBP he is responsible for business strategy, client development and relations and new business.

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