Surprising as it may seem, Lara Croft plays a vital role in attracting inward investors into Derby.
The fact that Lara is a 'Derby girl' helps explain why the city is now recognised as the UK Capital for Innovation - a strong message to new businesses, developers and investors. A section of the city’s Inner Ring Road even carries her name!
The presence of global companies like Rolls-Royce, Toyota and Bombardier demonstrate the significant roles that planes, trains and automobiles play in Derby's economy and visitors to the city very quickly gain an understanding of how innovative companies like these drive the narrative of innovation.
However, there is so much more to the city than those great industries and Lara Croft is an example of the innovation taking place across the thriving digital, creative and gaming sectors.
Each gaming generation tends to have a game that brings people together and captures the zeitgeist, and Lara Croft is one of the true originals. Lara helped to make gaming fly.
As an international brand, as famous globally as any of our big employers, this iconic character is easily recognisable and she often appears on our stands at exhibitions and trade shows.
We have even been known to host networking events, under the name of Lara's Bar, featuring her recognisable image, which never fails to intrigue and encourage attendance!
Lara was conceived, born and spend her early years in Derby.
I guess she now lives in Los Angeles, but, in truth is a citizen of the world. Something tells me she, and Derby, will always have a place in each others heart...
By John Forkin, Managing Director, Marketing Derby
Join in the 20th anniversary celebrations at our special event on Sat 22nd Oct, followed by a screening of Lara Croft documentary Lethal & Loaded + Q&A with special guests.