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England's World Heritage Sites: The North

Working with seven World Heritage sites in the north of England (Hadrian’s Wall, The Lake District National Park, Liverpool Maritime City, Durham Cathedral and Castle, Fountains Abbey and Study Royal and Saltaire) to develop, rollout and manage a shared experience brand - “England’s World Heritage Sites: The North”.

The sites are incredibly diverse and the target audience was American and Irish visitors. We developed a single, unifying, active proposition, to unite the diverse sites under a coherent brand. Our focus was to bring out a particularly English ‘literary, bookish’ deep historical feel, to appeal to the American audience and not conflict with the excellent Irish place brands.

We made a conscious decision to visually sit close to the “Britain is GREAT” and English Heritage brands, to work with international audience expectations and help this new, small brand gain traction by association.

We worked with photographers and filmmakers Imagen to build a consistent image and film library to support the brand, unifying the disperate places through a consistent style and approach.

…the way you got to the heart of our brief and captured the combined spirit of these iconic sites was fantastic. The initial feedback at the initial trade show was universally positive – you have given us a really strong platform and springboard to run with this now; thank you!

Sue Clarke |Sales and Marketing Manager |Cumbria Tourism

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