Bolton

People know that there's something different about Bolton and the new Bolton brand is the town's way of getting across what makes it special.

After asking lots of people about what makes Bolton tick, it all seemed to boil down to the essence of 'family' – the close connection between the town and its people. As anybody who has ever met a Boltonian knows, they're so proud of their roots that they tend to tell you where they come from within the first five minutes of meeting them.

Within this idea of 'family' there are a number of values that underpin what Bolton is about:

Bolton is a welcoming and open-hearted place, embracing incomers from different cultures and backgrounds. If Bolton people are 'family', then Bolton is the 'family home' - a place that people in Bolton can feel proud of and a place where people coming to Bolton to work, study or visit can feel welcomed.

Bolton is a distinctive and substantial place that has embraced its 21st century diversity with an enthusiasm you'd fine hard to match anywhere else in the country. The quirky, funny, down-to-earth, straight-talking and characterful people of Bolton are a fundamental part of this distinctive identity, which is why we've put them at the heart of our promotion of what Bolton has to offer.

Bolton has an underlying sense of dependability, trustworthiness and decency, a result of its strong roots and its down to earth nature. But although it's a place of history and heritage it doesn't mean it's stuck in the past. The new Bolton brand has taken all that's good about its traditional values and mixed it with a liberal dash of modern Britain, embracing the future whilst not forgetting where it came from and its 'family' values.