Our four-year association with this client proves that distance is no obstacle to establishing a successful working relationship. However, the picture was somewhat blurred at the outset as the organisation was still in its infancy and the ‘tourism brand’ not yet defined. Coupled with this, numerous partner organisations - all willing contributors to the Visitor Guide - required a voice. It was clear that our project management skills would be put to the test.
Step one was focused on getting to know the product, so a detailed familiarisation tour of the area was undertaken, together with extensive desk research to fully understand the tourism offer and ‘get a feel’ for the place (we couldn’t possibly communicate the brand without experiencing it for ourselves, could we?!). We also had to address partner consultation against an immoveable delivery deadline. Clear lines of communication were put in place and key project milestones established, allowing us to manage the various strands of the project without jeopardising quality and delivery. The development of the publication’s design was based firmly on evolution rather than revolution, principally to establish some continuity with previous editions. Behind the scenes however, steps were in place to develop a more obvious brand character through the use of iconic imagery. The old adage ‘less is more’ shaped the creation of a more engaging document - closer in style to a magazine than a brochure. The guide is now a true ‘brand vehicle’ and has secured considerable support sponsorship in the area. Not only that, feedback from area tourism members confirms that the guide has been instrumental in generating visitor spend of over £11 million since 2003. |
