Nestled in the rolling hills of North Wales, the historic town of Wrexham is a place that captures the essence of community, thriving heritage, boundless opportunity, and, more recently, the power of global exposure through Disney+. In this article, we will explore how Wrexham has masterfully woven these elements into its city branding, and examine the significant impact of the Disney+ show on the town and its beloved football team.
Storytelling.
Unraveling the Tapestry of Wrexham’s History
Every great city has a story to tell, and Wrexham is no exception. The town’s rich history dates back over a thousand years, and its story is woven into the very fabric of its streets and landmarks. Wrexham’s marketing strategy has smartly leveraged this history, turning it into a compelling narrative that speaks to the soul of the town.
The tale of Wrexham begins with its founding in the late 12th century when it was a bustling market town. Over the centuries, it evolved into a center of industry, known for its coal and iron production. Today, remnants of this industrial heritage stand proudly, such as the famous Pontcysyllte Aqueduct, a UNESCO World Heritage Site. Wrexham’s marketing tells the story of this evolution, celebrating its transformation from an industrial hub to a modern, thriving community.
The town’s remarkable journey is also characterized by its people, each of whom has contributed to the tapestry of Wrexham’s history. Whether it’s famous residents like football legend Joey Jones or everyday citizens, their stories are part of Wrexham’s brand, highlighting the diversity and unity of the community.
A new chapter was written recently with the arrival of “Welcome to Wrexham,” a docuseries on Disney+. This series, co-owned and starring actors Ryan Reynolds and Rob McElhenney, documented their journey to invest in and revitalize Wrexham Football Club. This story, told through Disney+, became an extension of Wrexham’s narrative. It celebrated the town’s resilience and unity, revealing how a small town in Wales could captivate the world.
Branding.
We Are Wrexham
Wrexham’s branding, anchored by the slogan “We Are Wrexham,” has become even more potent with the Disney+ series. The show showcased the town’s spirit and pride, unveiling the unique blend of history, modernity, and community that defines Wrexham.
The town’s emblem, the dragon, is more than just a symbol of Welsh heritage; it’s now an emblem of the unshakable spirit of the town. Wrexham’s marketing materials are now backed by the international recognition brought about by “Welcome to Wrexham,” making the brand even stronger. Thus creating a bigger demand than what they can offer.
City Branding.
Wrexham — The Place to Be
Wrexham’s city branding strategy has been significantly boosted by the Disney+ show. The town has become synonymous with ambition and revitalization, and this narrative is further amplified by the global reach of the series. “Welcome to Wrexham” showcased not only the town’s history but also its vibrant present, emphasizing the burgeoning cultural scene, diverse culinary offerings, and flourishing local economy.
The show acted as a worldwide invitation for people to join this thriving community and be a part of its bright future. With the Disney+ exposure, Wrexham has been able to position itself more effectively as “The Place to Be”.
The Feeling of Community
At the heart of Wrexham’s marketing strategy is the emphasis on community. The Disney+ show depicted the warmth and togetherness of Wrexham’s residents, reinforcing the idea that the feeling of belonging is not just a marketing tactic but a genuine, lived experience. We can all notice the involvement of the community in the docu-series by the self-shot videos of fans and community members’ stories.
One of the most striking examples of this community spirit is the incredible support of Wrexham Football Club. With the infusion of new energy and investments from Reynolds and McElhenney, the club’s fan base has grown even stronger. The show chronicled the deep roots of the club in the town, highlighting the passionate support it receives from the community.
Brand attachment
The episodes of the series are nowhere near an objective account of the sports club or the town of Wrexham. Story telling once again proves your essential role in building attachment to a brand. During the course of the series, the stories of the people behind the football team are developed, and this fact contributes enormously to associating a sports team with emotion and the feeling of empathy, belonging. What did they manage to achieve by this sentimental approach to the story? An unexpected community of fans. The clear proof is the fact that the club sold over 4,000 shirts during the 22/23 season , depleting stocks at a rapid pace.
Conclusion.
Wrexham’s story, branding, and sense of community have been significantly enhanced by the global reach of “Welcome to Wrexham” on Disney+. The Disney+ series has not only contributed to the town’s image but also played a vital role in the revival of the beloved Wrexham Football Club. It showcased the town’s history, modernity, and spirit, propelling Wrexham into the international spotlight and confirming its place as a welcoming and thriving destination. Wrexham remains a place where residents and visitors can genuinely feel at home and be part of something exceptional, all thanks to a little extra help from the world of entertainment.
Wrexham’s story, branding, and sense of community have been significantly enhanced by the global reach of “Welcome to Wrexham” on Disney+. The Disney+ series has not only contributed to the town’s image but also played a vital role in the revival of the beloved Wrexham Football Club. It showcased the town’s history, modernity, and spirit, propelling Wrexham into the international spotlight and confirming its place as a welcoming and thriving destination. Wrexham remains a place where residents and visitors can genuinely feel at home and be part of something exceptional, all thanks to a little extra help from the world of entertainment.
Originally published at https://subsign.co on November 6, 2023.
