With 100 heritage attractions in its care, Cadw is Wales’ counterpart to English Heritage and Historic Scotland. Its remit is to conserve, protect and promote the nation’s built heritage. We provided a full marketing support service.
This support service includes the design, copywriting and supply of fulfilment material to all our markets – trade and consumer. We produce over 3 million pieces of bilingual print fulfilment every year for thirty one fee-charging sites. This involved leaflets, posters, direct marketing, press advertising and trade show exhibitions.
Imagery is key.
Cadw already held an extensive library of photographs depicting sites in their landscapes. These are stunning images but lack a vital human element that allows the viewer to imagine themselves there. We expanded the library to include images showing real visitors (ordinary people) not posed, but engaging with the site. This delivers the brand promise of an inspirational day out with family and friends.
Copy is also vital.
We moved away from historical textbook style prose to adopt a more widely accessible conversational approach. Using short-sharp sentences and avoiding jargon we are able to deliver educational content in an intriguing and stimulating way.
Visual coherence is critical.
Cadw’s ‘product’ presents a particular challenge. There are 31 staffed attractions and over 70 smaller unstaffed monuments to represent each dating from a different period with its own unique story to tell. We created a brand system that allowed each of the sites to express its individual personalities whilst remaining undeniably part of the whole. Careful implementation is key to the brand’s success.
We use our expertise in brand strategy, brand creation, design and photography across a broad range of industry sectors to create meaningful brands that deliver tangible change.
To find out more email me at firstname.lastname@example.org or to chat through a particular project please call 0777 150 7811