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NEWS18 April 2005

Isle of Man scrubs-up image with aid of MR

HPI picked to ‘fine-tune' new brand proposition for the island

The HPI Research Group has won a contract to run quant and qual studies with businessmen and residents of the Isle of Man as part of a project designed to overhaul the island's image.

HPI will test perceptions of the Isle of Man from a commercial and public perspective, with results feeding in to the work of the marketing and branding initiative, which aims to sell the island as an attractive place to live and work.

Alan Cooper, a partner at HPI and a resident of the island, said the research would help “fine-tune” a new brand proposition which is being developed by the consultancy Acanchi

HPI was picked after a five-way tender. The MR project is expected to run throughout most of 2005.

The “Marketing and Branding the Isle of Man” initiative kicked-off in July last year, and was described by Cooper as “a 10-year plan to raise the profile of the island and to give it a focused identity”.