REBRANDING THE CITYCOAST CENTRE: A CRITICAL APPROACH TO MARKETING
‘Rebranding the CityCoast Centre’ is a 360° design rebrand project that critically engages with concepts and debates surrounding critical audience theory and traditional marketing theory. The project is focused around the creation of a WordPress website, social media materials and a promotional video to play on screens around the venue and on the website.
The rebrand critically interrogates debates surrounding traditional marketing theory, which modern scholars such as Seren et al have denounced as being ignorant of the complexities of marketing’s effects on audiences and how audiences affect marketing. This project is created from an audience perspective rather than a traditional ‘managerial perspective’ drawing on Hall’s ‘readings’ theory to understand how different audiences may read the same text differently, as well as Blumler and Katz’ notion of uses and gratifications to evaluate how audiences may ‘use’ marketing for their own gain.