Shropshire Welcomes

For most people, locating Shropshire isn’t the easiest of things to do. It’s cunningly hidden in the West Midlands, surrounded by Wales, Cheshire, Staffordshire, Worcestershire, and Herefordshire. We had to pop in big pin into it, and transform our sleepy county into a desirable and unique tourist destination for people within a 2-hour drive or train ride.

Working with a national team of industry experts and advisors, we designed, developed, and launched a new creative approach to hit home with a very diverse audience.

The campaign needed to work across a range of predetermined themes and highlight key attractions. We formulated a bold colour palette, introduced fresh typography styles and key design elements (topographic lines of the Shropshire hills) to add depth and meaning to all touch points. The relaxed quotations and supporting copy were crafted to sit alongside the imagery, to allow us to connect with the audience in an honest and familiar way, and to help drive engagement.

The campaign was backed with a big PR push, which all in, produced some great results for tourism across the whole county. Visits to the existing Visit Shropshire website increased by over 200%, with an increase in annual memberships. Magazine advertising went out to a combined readership of over 2.5 million. And over 1.8 million Facebook users saw the campaign with a click-through rate of nearly 10%.