CorpComms Magazine

Here are some facts about Dundee. It is Scotland's fourth largest city. It is home to DC Thomson, publisher of The Beano and Dandy. It is famous for its marmalade and (in times gone by) jute. And it once had a thriving maritime and shipbuilding industry, which is why the Antarctic research ship used by explorer Robert Falcon Scott, the RSS Discovery, is now on display in the city.

While these facts are all undisputedly true, in recent years Dundee City Council became aware that the city's image failed to convey its current dynamism. It has a thriving music scene; Indie band Snow Patrol was formed by students at the university. It is home to Britain's biggest biotechnology industry outside Cambridge. It is also home to its gaming industry, with companies such as Denki, Ruffian Games and Rockstar North, developer of the Grand Theft Auto series.

'Most people don't know these things about Dundee,' says Jackie Shuttleworth, senior account manager at Edinburgh-based Stripe Communications. 'Dundee has changed quite a bit over the past 20 years, with an influx of new industries, and we felt that it needed a new modern look to reflect that.' Indeed, Dundee's Abertay University was one of the first to establish a games course.

MANY DISCOVERIES

Dundee adopted the slogan City of Discovery to mark the arrival of Scott of the Antarctic's ship in 1987. But the new identity positions Dundee as One City, Many Discoveries. The new logo includes a multi-coloured spark, representing the fact that it is illuminating all that can be discovered about Dundee.

Shuttleworth adds: 'Dundee City Council formed a stakeholder advisory group, and held a series of meetings and brainstorming sessions with key groups, such as the two universities, private businesses [including DC Thomson, CXR Life Sciences and financial services group Alliance Trust] and VisitScotland, to find out what Dundee means to them.' The process took more than 18 months.

'We needed to raise the profile of Dundee,' adds Shuttleworth. 'It is not the first place you might think of visiting within Scotland. For example, people don't know that it is twinned with Dubai.' The twinning has spawned many educational initiatives, including the establishment of an Al-Maktoum Institute for Arabic and Islamic studies in the city, while a 13 year old local schoolboy designed a monument to represent modern Dundee which has been built within Za'abeel Park. 'We needed a new look and feel,' she says.

To illuminate key 'discoveries' about the city, Dundee City Council appointed a series of ambassadors who are connected with the city in some way and invited them to share stories that they believe sum up Dundee today. These include well-known personalities, including Emmy- award winning actor Brian Cox, and television presenter Lorraine Kelly, as well as entrepreneur Chris van der Kuyl, chief executive of Internet service provider Bright Solid, local musician Ged Grimes and leading scientist Sir Philip Cohen. 'These ambassadors are viewed as excellent in their field,' says Shuttleworth.

AMBASSADORS

They share their views on a new website www.dundee.com, which also acts as an information portal about the city. Cox, who was born in Dundee, highlights the fact that the city had to rediscover itself 'time and time again in order to survive', adding that he 'loves the fact Dundee's got a Frank Gehry building in it'. Glasgow-born Kelly, who describes herself as 'an adopted Dundonian', adds 'there's a strong will and a feeling of optimism in the city... there's definitely a desire for success in the city'. A second wave of ambassadors will shortly be unveiled. Shuttleworth describes these as 'local heroes from businessmen to fashion designers'.

RESIDENTS' INPUT

Residents are also being asked to contribute their stories about Dundee, under the heading 'Illuminating stories of the real Dundee'. The best story will be made into a short film. But residents have also contributed a series of videos about Dundee, ranging from a film of the waterfront development to the recent Garden of Light festival.

Will Dawson, convenor of City Development for Dundee City Council, adds: 'While Dundee has long been linked with the notion of 'discovery', it's in recent years that the city has really excelled as a centre of innovation and creativity. What's going on today in Dundee may surprise some people. We have thriving creative and digital gaming industries, a world-leading life sciences industry, hugely respected universities and are undergoing a £300 million transformation within our Waterfront development.'

He believes the campaign will build on Dundee's heritage and provide a 'new platform, from which to tell the tale of a diverse, innovative and world-leading city'.

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