Destination Marketing + Design

The National Forest

Big Cat provided integrated leisure, tourism and destination marketing campaigns and print collateral for the National Forest + Beyond destination.

Client

The National Forest is an environmental project like no other; embracing 200 square miles of the Midlands, overseen by the not for profit organisation, The National Forest Company.

Objective

Big Cat won a competitive pitch process of 3 agencies to become their Marketing Communications agency throughout 2016. As part of the pitch, Big Cat presented responses to a new campaign brief, displaying expertise in: concept creative, design and marketing strategy, with a focus on digital/social tactics. We were tasked with developing and delivering integrated leisure, tourism and destination marketing and print collateral for the National Forest & Beyond destination.

Delivery

  • Redesigned and printed The National Forest guide; combining content that was previously divided between a ‘Visitor’ and ‘Attractions’ guide
  • Considered how The National Forest’s audience groups consume content
  • Ensured the brand identity permeated throughout the guide. Big Cat produced an engaging piece which provides readers with emotive copy and key information, supported by stunning imagery
  • Developed marketing and comms strategy, including how #forestlife could be integrated
  • The team delivered against a plan of Marketing activities, developed in partnership with The National Forest and adopting the new #forestlife campaign. This included: rate card to sell-in advertising opportunities; liaising with businesses to gather content; annual content plan creation; monthly social media plan; thematic and seasonal blogs; blogging outreach; responsive eDMs and campaign monitoring
  • #forestlife was conceived and developed by Big Cat as a response to the challenge of uniting all the amazing attractions, activities and accommodations situated in the Forest, under one distinctive, central identity
  • Big Cat has developed a user-friendly ‘Brand Toolkit’, which provides guidance on how businesses can use #forestlife in their own communications, as well
    as an introduction to the campaign in an interactive workshop

Results

In addition to providing stand-out in a crowded market place, #forestlife will promote attractions and venues as a single destination, giving potential visitors a clear idea of what makes The National Forest special. The creative umbrella #forestlife provides a central identity which increases vital reach and visibility amongst audiences as businesses begin to unify their comms.