Craig Blackburn PRO

Craig Blackburn

Portfolio project

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Branded travel narratives for South West Coast Path / Tourism

About this project

Blue Scribe created branded narratives to entice English, German and Dutch visitors to the areas around the South West Coast Path. The walking tours were translated into two languages, printed and promoted at travel shows, then uploaded to the SWCP website to create interactive, customisable holidays.

Sample

To READ OUR COPY, visit the SWCP website itineraries page. Here’s a case study.

The brand — South West Coast Path Association

SWCP is a registered charity and volunteer-led organisation governed by trustees; working to protect and conserve the coast path and “keep the way open to beautiful coastal places”. For this project SWCP received support from round one of the Discover England Fund to work in collaboration with destination management organisations in the South West to develop and market the product.

Challenge — to raise bookings from German and Dutch visitors

Until January 2017, the SWCP website only had walking routes, but no itineraries or suggested packages. The aim of this content-writing project is to create enthralling itineraries for people who don’t know the places well (so, a bit of hand-holding, like a tour operator may do). The task was to dazzle readers and make our copy stand out from the ‘ordinary’ tourism content out there. It needed to get readers to download the itineraries and, ultimately, book a holiday.

Delivery — repacked, rebranded iconic areas

We packaged up six iconic areas and guided visitors remotely around them using the coastal paths of the South West as a base. The informal, journalistic-style pieces which  combined great walks with activities and attractions, accommodation and places to eat, along with travel information about how to join them up. The 3, 5 and 7-day pieces were translated into Dutch and German, printed in handy pocket-size guides and promoted at travel trade shows around Europe in 2016/17, then uploaded to the SWCP website to create interactive, customisable holidays.

Outcomes — more traffic, downloads, editorial

  • More than 22,000 itinerary downloads in six months (SWCP website: 12,000 / Hidden Heritage App: 10,000, Jan-July 2017)
  • Over 35,000 printed itineraries distributed via tourist information centres and P&O ferries
  • SWCP website traffic almost doubled (92%) from German visitors and tripled from Dutch tourists (190%) in January and February, 2017, year-on-year

A word from the author 

This is the second project I partly outsourced to Hayley and Elliot. I did some writing, but this was mostly a project manager job, and these two travel and adventure writers made it a dream. To have our work translated into two languages was a buzz, and see our words spread around the world and attract visitors to our corner of England was a satisfying outcome, to say the least. 

Huge thanks to the destination marketing organisations and other partners which helped with all this, including: Visit CornwallVisit DevonVisit DorsetVisit SomersetJurassic Coast Trust and English Riviera.

Client feedback >

“The results have been astonishing, with one person saying after meeting us at a travel show, ‘I never thought I could be so inspired.’ You provided exactly the right tone for the itineraries and worked closely with us to ensure that the routes were accurate and contained the balance of information of both walking routes and information about the area and activities to inspire people to visit our world-class coast path. You also met extremely tight deadlines and proved to be extremely flexible and reliable.” ELAINE BUDD, PROJECT MANAGER.

“The itineraries are great, thank you. They read really well and I like to informal style!” REBECCA DAVIES, SEAFOOD COAST.

“Whoever is promoting @swcoastpath abroad take a bow. We’re receiving more visitors every day. Job well done. Thank you.” GEOFF MORTON, FATBELLY FREDS FISH & SEAFOOD, DEVON (VIA TWITTER).