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Notions of Materiality and Linearity: The Challenges of Marketing the Hadrian's Wall Place ‘Product’

Author

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  • Gary Warnaby

    (University of Liverpool Management School, Chatham Street, Liverpool L69 7ZH, England)

  • Dominic Medway

    (Manchester Business School, Booth Street West, Manchester M15 6PB, England)

  • David Bennison

    (Marketing and Retail Division, Manchester Metropolitan University Business School, Aytoun Street, Manchester M1 3GH, England)

Abstract

This paper provides a detailed examination of the marketing of Hadrian's Wall in northern England. The focus of this case is built around two themes which encapsulate the complexities and challenges of marketing such a place entity: (1) the Wall's existence as an historical monument of diminished materiality, and (2) its linearity and spatial diffuseness. These themes emphasise the fact that marketing Hadrian's Wall is different from usual place-marketing activity, which is typically focused on more tangible and easily delineated place entities. Hadrian's Wall, by contrast, represents a ‘fuzzy’ place, and the implications of this are explored in relation to jurisdictional, functional, and strategic ‘fissures’ in the place product.

Suggested Citation

  • Gary Warnaby & Dominic Medway & David Bennison, 2010. "Notions of Materiality and Linearity: The Challenges of Marketing the Hadrian's Wall Place ‘Product’," Environment and Planning A, , vol. 42(6), pages 1365-1382, June.
    • Handle: RePEc:sae:envira:v:42:y:2010:i:6:p:1365-1382
    DOI: 10.1068/a42481
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    References listed on IDEAS

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    1. Mihalis Kavaratzis & G. J. Ashworth, 2005. "City Branding: An Effective Assertion Of Identity Or A Transitory Marketing Trick?," Tijdschrift voor Economische en Sociale Geografie, Royal Dutch Geographical Society KNAG, vol. 96(5), pages 506-514, December.
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    Cited by:

    1. Laing, Jennifer & Wheeler, Fiona & Reeves, Keir & Frost, Warwick, 2014. "Assessing the experiential value of heritage assets: A case study of a Chinese heritage precinct, Bendigo, Australia," Tourism Management, Elsevier, vol. 40(C), pages 180-192.
    2. Ross, David & Saxena, Gunjan, 2019. "Participative co-creation of archaeological heritage: Case insights on creative tourism in Alentejo, Portugal," Annals of Tourism Research, Elsevier, vol. 79(C).
    3. Andrea Lucarelli, 2018. "Co-branding public place brands: towards an alternative approach to place branding," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 14(4), pages 260-271, November.

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