Place marketing strategies are becoming increasingly sophisticated with city branding in particular developing as an important sub field within this literature (Kotler et al., 2002). City branding campaigns often highlight consumption opportunities which may be seen as a means of promoting recovering from the identity crisis caused by de-industrialization. Indeed, Miles (2010) suggests that the consuming city has become central to urban life to the extent that policy-makers and urban planners focus on consumption at the expense of anything else.