15/08/2023 - Step Forward Luton – the new town branding that aims to capitalise on the success of the Hatters’ promotion to the Premier League
The Hatters winning promotion to football’s Premier League appears timely for the rollout of a fresh branding of the town.
Step Forward Luton looks to maximise international exposure whilst focusing on “civic pride and inward investment”
With Luton Town Football Club’s recent success “the timing is critical with the national and international spotlight firmly on Luton”. This was evident throughout the weekend of the Wembley final and the trophy parade in Luton town centre, which attracted more than 20,000 people and widespread media coverage.
“Luton is an excellent location for business and investment, and resident surveys reveal a large majority of the population are satisfied with the town as a place to live and work, and optimistic about its future. Yet reputation issues have been holding us back with constant and unfair criticism of the town from both within and outside Luton.”
Although the town faces various challenges, these are no different to others across the UK are facing.
Some of Step Forward Luton’s objectives are to raise aspirations of Lutonians, to allow investors to see that Luton is an attractive town in which businesses flourish, and instil confidence about Luton’s future. Therefore, the opportunity provided by the Hatters’ success is critical to take as it will strengthen Luton’s profile locally, regionally, nationally and internationally.