La Bisbal d’Empordà is now one of the leading pottery centres in Catalonia. The importance of this activity is clearly shown in the urban landscape of the city, known for the slender silhouettes of old industrial chimneys and a shopping area that is focussed on marketing the different pottery products.
“Ceràmica de la Bisbal” is an EU-protected brand name designed to individualise, personalise and provide recognition for ceramic products manufactured in La Bisbal and its surrounding area. The brand name, a guarantee of authenticity, is engraved or stamped by local producers on all types of ceramic products (artistic/decorative, earthenware, tiles, bricks, flooring and pavements). A Regulatory Council made up of municipal and entrepreneurial representatives supervises the correct use of the brand name and promotes the quality of the products thus protected.
On 2 June 2010, La Bisbal Town Council was officially granted the Community certificate for “Ceràmica de la Bisbal” brand name, henceforth protected by the Official Agency of Industrial Property in all European Union member countries (No. 8,723,504).
The geographical scope of the protected brand name extends to La Bisbal d’Empordà and its sphere of influence. The regulations determine the territorial scope of the brand to include the production areas in the municipalities of La Bisbal d’Empordà, Cruïlles-Monells-Sant Sadurní de l’Heura, Corçà, Forallac, La Pera, Rupià, Foixà, Ultramort, Serra de Daró, Gualta, Fontanilles, Ullastret, Parlavà, Palau-Sator, Pals and Torrent, all of which are located within the sphere of influence of La Bisbal d’Empordà and either have, or have the potential for, ceramic industries, workshops or commercial establishments.
The “Ceràmica de la Bisbal” brand name project has been jointly promoted by La Bisbal Town Council, La Bisbal and Baix Empordà County Association of Artisan Ceramic Entrepreneurs, and La Bisbal Shopkeepers’ Union. Entrepreneurs from the ceramics sector have voluntarily agreed to place the brand name logotype onto products, labels and wrappings before releasing them onto the market. The local shopkeepers are also committed to informing customers about these brand name products, by means of a simple identification system in their stores.
In order to promote “Ceràmica de la Bisbal” brand name among end-users and the various markets of the ceramic manufacturers, La Bisbal Town Council set up an advertising campaign. The campaign runs throughout the year, intensifying during the tourism seasons and coinciding with other events designed to promote the town of La Bisbal. An information brochure bearing the name “L’autèntica” (The real thing) slogan and representing the range of colours and textures used in La Bisbal ceramics is distributed in places of visitor interest around the Girona region (hotels, campsites, rural accommodation establishments, and tourist offices). Ceramic shops have been issued with information and signage supports for the brand articles, reinforcing the idea of a product of origin with an icon resembling the Google Maps location markers. Different elements will be introduced throughout the year, including exterior banners with the campaign image and a number of other communication supports.
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