Target Audience Messaging

Different audiences will connect with Burton’s brand in different ways. While our core message stays consistent, we tailor the focus and language to resonate with each group.

Here are some examples of longer form messaging, for our main audiences that capture what Burton offers them.

Families

GROW. BELONG. EXPLORE.

What to Communicate

  • Family-friendly attractions and green spaces.
  • A safe, welcoming atmosphere.
  • Accessible leisure, events and everyday amenities.
  • Room to grow, play and belong.

Proof Points

  • National Forest nearby for outdoor adventures.
  • Stapenhill Gardens, riverside walks and family trails.
  • Year-round events like SonicBoom, food festivals, funfairs.
  • Affordable family days out compared to cities.

Example Messaging

“Space to roam, stories to share. Burton is where family time flows.”

“From riverside rambles to funfair Fridays, family moments are always brewing in Burton.”

History & Culture

Create. Celebrate. Participate.

What to Communicate

  • A vibrant, evolving creative and events scene, which celebrates our heritage.
  • Opportunities for participation, not just spectatorship.
  • Rich heritage shaped by brewing, manufacturing and innovation.
  • Historical sites and stories to see and learn about.

Proof Points

  • Brewing heritage known worldwide and globally influential
  • Lifelong home of the world-famous fairground manufacturers Orton & Spooner
  • Iconic moments in music history, including the recording of the Sex Pistols’ “Anarchy in the UK: Live at The 76 Club,”
  • St George’s Park brings pride and prowess as home of England’s National Football Teams.

Example Messaging

“Step into a town where stories of history and heritage flow like the river.”

“Make space for the unexpected. In Burton, art meets heart.”

Visitors

Discover. Explore. Immerse.

What to Communicate

  • A prosperous place with a clear identity and distinctive narrative.
  • Welcoming and friendly atmosphere
  • A vibrant range of things to do and places to visit
  • A connected location from which to discover more

Proof Points

  • Leading attractions, including St Georges Park and Hoar Cross Hall
  • Cultural events and venues such as Burton Barrel Roll, Sonic Boom Festival and The Brewhouse Arts Centre attract thousands to the town
  • Principle town of the National Forest
  • A vibrant scene of high-quality dining

Example Messaging

“Come curious, leave connected. Burton’s spirit is brewed to be shared.”

“Discover more than you expected and just enough of what you didn’t know you needed, in a vibrant town in the heart of the National Forest’.

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