There’s a logic to the decision for Essex to rebrand and distance Itself from TOWIE; the county is inarguably so much more than fake tan, nouveau riche nightlife and relationship dramas. https://lnkd.in/exPc2H4i
But the decision-makers must be careful about throwing the baby out with the bath water. Firstly, they’ve tried it before and it clearly didn’t work if they’re at it again. (For ref: https://lnkd.in/e_aJfFsk)
Secondly, there’s no denying the cultural (and, I’m certain, economic) impact of TOWIE on Essex’s fame and for me, the ideal campaign would acknowledge these positives, even use them as a way to introduce lesser-known facets of Essex, rather than using TOWIE as a straw man.
A few weeks ago the government of Turkmenistan announced that it was extinguishing the ‘Gateway to Hell’ – a giant inferno in the ground that’s been burning for 50 years. It’s an environmental blight, unstable and dangerous, but it’s a huge tourist draw and the announcement of its potential demise spiked interest in the country.
As the Gateway to Hell is to Turkmenistan, so TOWIE is to Essex; it may not be perfect but sometimes in the game it’s better the devil you know, and it’s possible even this negative association with TOWIE could help drive interest in the Essex beyond the camera.