Calpe marketing image ‘dented’ by opposition

IT seems that Calpe council opposition groups jumped the gun when they recently criticised the government for spending €60,000 on designing a logo.

According to the Socialists, Gent de Calpe and Alternativa Popular, the decision to pay a design company so much money in an effort to consolidate the town image, has caused great anger amongst those who consider there are many more deserving causing that need funding within the community.

But after issuing a damning press release on the situation, Calpe Councillor Carole Saunders came to the ruling party’s defence when she made the following statement directly to the EWN.

“The opposition parties jumped to the wrong conclusion in saying that the Town Hall had paid €60,000 for a logo to be changed. It is in fact a money saving exercise as well as a total corporate identity investment into putting Calpe firmly on the tourist map,” she said.

As a direct result of the design contract, Calpe Town Hall has been able to negotiate a coordinated print contract for “all brochures, leaflets, stationery and related publicity at a cost of €60,000; €120,00 less than previous expenditure.”

Saunders claims that until now, the town did not have a single defining corporate image, a factor that she believes is vitally important in selling any product, “especially a town that depends heavily on the tourist industry as a large slice of their annual income.”

Saunders said that previously the various heads of departments simply go to a printer and order brochures and leaflets without any form of design or financial control.

“The result was that apart from the budgetary aspect, Calpe’s image was a mismash of confusing sales and graphic messages that did nothing to sell the town in competition with other Marina Alta resorts,” she said.

“Our investment is not only an essential part of Calpe’s future, but an exercise that will enable all of us to work more closely as a team under the same umbrella image.”

By Benny Davis