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

Gary Warnaby, Dominic Medway and David Bennison
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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

Environment and Planning A, 2010, vol. 42, issue 6, 1365-1382

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.

Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:sae:envira:v:42:y:2010:i:6:p:1365-1382

DOI: 10.1068/a42481

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