THE results are in from a community survey that will form the basis of Salisbury’s rebranding.

More than 1,000 people responded to an online survey by VisitWiltshire and Heavenly - an international brand consultancy specialising in the branding of places.

It is part of a consultation period with Salisbury residents, businesses and stakeholders, which will lead to an overall regeneration of the city following the events of last year.

The survey respondents found Salisbury’s greatest strengths to be its heritage (scoring 3.92 out of 5), its friendly and welcoming atmosphere (3.84), music, arts and culture scene (3.64) and the quality and choice of bars and restaurants in the city (3.42).

The key weaknesses were the job and career opportunities (2.57 out of 5) and the quality and choice for shopping (2.67).

People were both proud to be associated with Salisbury (66 per cent strongly agree or agree) and people feel very at home in Salisbury (77 per cent strongly agree or agree).

Salisbury’s top five must see and do attractions were ranked as the cathedral, the Charter Market, Old Sarum, Stonehenge and Salisbury Museum, and Fisherton Mill was named the city’s best-kept secret.

Heavenly and VisitWiltshire have also carried out one-to-one engagement sessions and focus groups with more than 100 stakeholders over the past months, who were able to go into more detail about the city’s strengths and weaknesses.

They said infrastructure and transport are a common source of frustration, that younger people feel less well-served by Salisbury and that governance and leadership are seen as “hamstrung or distant”, with one saying: “Salisbury deserves better.”

“The sense of Salisbury underperforming is obvious - and commonly felt,” another added.

The results of all the engagement sessions, along with the survey, will now go towards a whole new “narrative” for Salisbury, to be used in external marketing but also to influence key decisions made in the city in the future, attract businesses and retain workforces.

Amanda Snowe, project manager for Salisbury for VisitWiltshire, said: “It is important that the brand positioning we develop feels true to the people who live and work here.

“We’d like to thank everyone who has contributed and shared their knowledge and look forward to sharing the outcome of the work shortly ”