PLENARY PAPERS
Welcome by Chair Marcus Sangster, Forestry Commission 6
The Case for Branding Outdoor Recreation
Liana Dinghile, Dragon Consultancy 7
Social Marketing: the outdoor experience and its role in society
Melanie Howard, Future Foundation 11
Understanding Your Market
Tom Costley/Duncan Stewart, TNS 13
Branding Places: Active Exmoor
Mike Bishop, Active Exmoor 23
Provenance and Place: Connecting with Consumers.
Simon Michaels, Director, 24
Branding for specific audiences: National Trust Progress on Market Segmentation Berry D’Arcy, National Trust 27
Active Places: Emerging Identities in the National Forest (Social Scientific Research Project)
Jake Morris, Forest Research 32
SUPPORTING PAPERS
Appendix A – Programme 37
Appendix B – Speaker Biographies 39
Appendix C – Delegate List 45
Appendix D – Slide Handouts from all speakers 48