A shared narrative

I “reached out” to co-pilot. “A shared narrative is a collective story to create a unified brand voice and crafts a cohesive message that resonates with an audience to drive engagement and foster a sense of community”.

Or……What is the appeal of Devon and Torbay.

It surely depends on who is asking, my grandson would say ice cream and playgrounds, my son would say hip “insta” ready pubs and menus, my wife would say great running trails, and I would say a wet dog, warm fire and cool pint.

You cannot be everything to everyone, but a reasonable aim is to satisfy a wide range of visitors most of the time.

What is the appeal of Devon and Torbay

-A clear geographical identity – most people know where it is

-A very diverse landscape

-A unique range and availability of local food and drink

-A disparate range of historical towns and villages

How can this be promoted

I would design a “family” of different profiles with different ages, backgrounds and interests -much like my family. Using each profile, you can design a perfect visit to the area and highlight what makes the region and area spectacular for each profile.

Branding

From this you can develop an identity and values that will be likely to appeal. You can develop and use content and images that are “on brand”. This will provide digital assets that can be used to drive the brand. Not just in the summer season, but year around. Think of dogs, cyclists, eco warriors, foodies the range is immense

Catch phrases

“There is always something here for everyone”.  “Where memories are made”.  “The historic home for family adventures”.

Repeated use of these and other branding tools like hashtags and of course analysis of clickthrough’s and engagement will refine the digital assets and help increase awareness of the offer.

To be honest it is a bit like selling sausages…….