03.11.04
Cornwall Enterprise launches Cornwall Gardens' campaign

Cornwall Enterprise today launches a three year, high profile £1.4 million marketing campaign for Cornwall's Gardens, invested in by the Objective One Programme. The campaign aims to widen the appeal of the gardens as visitor attractions within Cornwall, supporting garden owners to gain financial benefits and make a significant contribution to Cornwall's economy.

The Cornwall Gardens' Project has a wide reaching impact on the economic prosperity of the gardens - from visitor numbers to visitor spend, employment opportunities and income, along with the conservation and enhancement of buildings and the natural environment.

The project represents 70 of the region's most enchanting gardens, encompassing everything from wild woodland to neatly manicured lawns, the small and unusual to the large and famous, whose plants, flowers, palms and trees thrive in Cornwall's mild coastal climate. A key objective of the project is to promote the range and distinctiveness of gardens.

The combination of contemporary Cornwall, the area's distinctive horticultural heritage, and the potential to accommodate more visitors than any other attractions in Cornwall, positions the gardens as a unique visitor experience.

The Objective One project will focus on establishing year-round interest, to increase visitor numbers to Cornish gardens beyond the Spring Garden Festival and the summer months. For maximum impact this will require the support of the gardens, through continued investment in planting, maintenance and facilities, such as restaurants, shops, car parks and toilets - all essential features for the modern tourist.

By attracting more visitors there will be an increase in revenue which in turn will positively benefit businesses and help increase the number of Cornish jobs created and safeguarded.

Carleen Kelemen, Director of the Objective One Partnership, said: "Cornwall's beautiful gardens are known worldwide and are a huge contributor to boosting the area's economy through visitors and related jobs. Therefore Objective One investment, which is aimed at extending the seasonality to make these gardens year-round attractions and to boost the marketing opportunities to secure their long term future makes perfect sense."

In addition to improving the brand profile of Cornwall's Gardens, the project incorporates a business development budget designed to ensure garden businesses are best placed to take advantage of the opportunities provided by the marketing campaign. This will include the provision of individual business analysis, support, training, and a dedicated website to help link garden owners and share best practice.

The project also includes an element of capital development designed to address Cornwall Gardens' need for building works - the delegated fund will be administered by Cornwall Regeneration (a division of Cornwall Enterprise) to ensure that works are carried out for the good of the economy.

The steering committee for the Cornwall Gardens Project includes Candida Beeching, CATA, Veryan Heal, Historic Environment Department, Cornwall County Council; John Berry, Cornwall Enterprise; Jan Bright, Cornwall Gardens Trust; Giles Clotworthy, independent marketing specialist; Bryan Coode, (Deputy Chairman, Cornwall Gardens Project), Cornwall Garden Society; Marilyn Liddicoat, Gardens Project Co-ordinator; Camilla Marsh, Cornwall Horticultural Enterprises; Dave Meneer, (Chairman Cornwall Gardens Project), Eden Project; Penny Moss, Campaigns Manager, Cornwall Enterprise; Mike Nelhams, Isles of Scilly Gardens; Shona Owen, National Trust; Peter Stafford, Great Gardens of Cornwall; and Charles Williams, Great Gardens of Cornwall.

Editor's notes:

In 1999 Cornwall and the Isles of Scilly were designated as an Objective One region, and eligible for EU investment. The Gardens of Cornwall, through Cornwall Enterprise, have been successful in securing investment through the Objective One.

Cornwall has long been famous for its gardens, with the lush vegetation and colour giving garden lovers and horticulturists a feast for the eyes year round. Its magnificent gardens are an exotic world that reads like a roll-call of plants, trees and shrubs drawn from every corner of the temperate world - towering magnolias from the Himalayas, camellias from Japan, fire trees from the Andes, musk scented oleria from Bermuda - not to mention the rhododendrons and azaleas, all set against spectacular coastal and woodland scenery.

For further Press Information please contact: Jane Adkins or Chrissie Williams at ADPR Ltd Tel: 01935 826451 or Fax: 01935 826551 or email chrissiew@adpr.co.uk

Sue Wolstenholme
Objective One Communications
Objective One Partnership Office
Castle House
Pydar Street
Truro TR1 2UD
Mobile: 07973 813647
Telephone: 01579 370991

lmroberts@cornwall.gov.uk

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