Plymouth appoints DNCO and PRD to refresh iconic Britain’s Ocean City brand

Plymouth has appointed creative studio DNCO and economic consultants PRD to deliver a perception research programme highlighting how the city is viewed externally and to reshape its public image to appeal to crucial new audiences.

The port has enjoyed increasing UK and international interest over the past decade since it was successfully branded Britain’s Ocean City in 2013.

Now the rapidly growing maritime gem, which has seen visitor numbers soar by 25% over the period, is set to raise its profile further as a place to live, work and study as it aims to fill the predicted 5,000 posts required in key industries over the next five years.

London-based DNCO, which specialises in culture and place, will take on the brief to refresh the brand and the city’s narrative.

Destination Plymouth and Plymouth Growth Board Chairman, Richard Stevens says: “I am pleased to announce that DNCO was the winning agency. Their collaboration, passion and desire to work with us shone through and we are excited to start working with them to redefine our Britain Ocean’s City story to highlight the fantastic opportunities Plymouth provides for people to study, work and live here.

“It’s anticipated that there will be more than 5,000 job vacancies over the next few years in areas such as marine, manufacturing, defence, offshore wind and health care and wellbeing as well as in creative, cultural and digital technologies. This piece of work will crucially underpin our emerging new Local Economic strategy which highlights the city’s growth potential. So, it’s vital that we showcase the opportunities the city offers and portray the outstanding quality of life here to their full potential. We’re looking to build on the positive perceptions of Plymouth and, as an evolving city, to take that message to some new audiences.”

Deputy leader of Plymouth City Council, Jemima Laing said: “I’m really intrigued to see what insights this work will deliver and how we can use it to help the city grow and encourage more people to enjoy everything Plymouth has to offer.”

Joy Nazzari, Founder of DNCO, adds: "Plymouth is an idyllic coastal destination — but it also has the right ingredients of a thriving city. As we embark on the rebranding journey, a renewed focus and vision will unlock unprecedented opportunities. 

“This transformation represents not just a change in narrative but a bold commitment to innovation, growth, and community engagement. We will leverage our experience getting resident and working with communities from San Francisco to Basingstoke to drive success for Plymouth, setting a new standard for excellence in our industry.”

“We are immensely grateful to all our key funding partners, including the University of Plymouth, Plymouth City Council, Babcock International Group, Princess Yachts, The Box and Arts University Plymouth” - Richard continues –“whom, by working together in an innovative ‘whole-city’ approach for the first time to fund and deliver this crucial work for the city, have made this possible.

“It’s their presence and work which allowed us to develop the brand-new strategy for our city, including securing research as an evidence base and refreshing Britain’s Ocean City’s place narrative.”

John Gane, Babcock’s Managing Director for Devonport says: “As one of the biggest employers in the area, we’re pleased to be supporting Destination Plymouth. Babcock has fantastic career opportunities that are diverse and out of the ordinary, supporting work of national importance - another fantastic reason to live in Plymouth.”

For centuries, Plymouth has been a place of innovation with a deep connection to the ocean, a rich history and an important cultural landscape. Today it is a vibrant waterfront city with a unique maritime heritage, thriving, globally significant businesses and an internationally-recognised academic and cultural heart. Plymouth Sound is also the site of the UK’s first National Marine Park – forging closer connections with the ocean, supporting the opportunity to learn to care about our coastal environment and change the way we behave in order to protect it.