New waterways charity name update

New waterways charity name update
9th Mar 2011

British Waterways has released an update on research into potential names for the new waterways charity planned to take over the running of its canals and rivers in 2012. This research will now be included in Defra’s upcoming consultation about the formation of the charity, giving members of the public a further opportunity to input into the name.

Seven names were tested between December 2010 and February 2011 with over 2,500 people taking part, including boaters, waterway visitors, British Waterways’ staff and a representative sample of UK adults.

The names tested were: British Waterways; British Waterways Trust; Waterways Trust; National Waterways Trust; Canals and Rivers trust; National Canals and Rivers Trust and; National Waterways Charity.

‘British Waterways’, ‘British Waterways Trust’ and ‘National Waterways Trust’ had the widest appeal across all survey groups, however comments suggest that a key reason for this may be a reluctance to spend money on rebranding.

Fresh start

Equally, a similar number suggest that many people would prefer the new charity to have a fresh start with an entirely new name, with these votes split between the other suggestions surveyed.

Simon Salem, marketing director for British Waterways, comments: “We would like to thank everyone who has contributed so far to the question of a name for the new waterways charity. The organisation that is being created now will serve the waterways throughout the century ahead and it is important that whatever name is chosen has longevity and resonates amongst the widest possible audience.”

The research will be fed in to on-going work looking at the development of the new charity, including the Defra consultation, before a final decision on name is made by the interim trustees later in 2011.

crikey mikey, good job they asked far and wide for suggestions of a name
we wouldn't want to think they could manage such creativity on their own

I know mate, bet they paid for someone to think of them as well

"British Waterways" having the obvious appeal that they won't need to hire an expensive branding consultancy to design a new logo and get all their stationary reprinted.

Yet another government organisation suffering from money-ownership amnesia.