Effective marketing is something we believe strongly in – every piece of marketing collateral should support your business goals and align with your brand. We’re never happier than when marketing we’ve created has a truly powerful effect on a client’s business.
We’ve worked with Latitude50 – a north Cornwall-based holiday lettings agency – for around four years. Our collaboration began with a new brand identity, core values and tone of voice, and progressed to projects including website design and development, print materials and art-directed photography. Since then, the company has gone from strength to strength; most recently winning three prestigious awards in business and tourism.
Here, Katy Austin-Waters, Sales and Marketing Manager, shares her insights into achieving marketing success.
One of our first projects together was a rebrand of Latitude50 – what impact do you think this has had on your business?
The rebrand has been invaluable to Latitude50. The self-catering industry is increasingly competitive, especially in north Cornwall, so it’s vital to stand out. The rebrand has allowed us to do this through everything from photography and videography to messaging and copy. The new branding has helped to better reflect Latitude50’s place in the market – providing a geographically focused portfolio of high-quality coastal properties with equally exceptional customer service. The lifestyle element of the brand has been really successful. Our guests and owners’ priority is to experience the lifestyle that north Cornwall has to offer. By showcasing this lifestyle through the team’s local knowledge and a stunning range of visuals, we can focus on selling a lifestyle, not just a property.
We’ve worked on a fairly wide range of materials with the Latitude50 team; do you have a favourite piece of work, and why?
It is very hard to pick just one! The Guide for Owners is fantastic as it just oozes quality from the feel of the paper, the debossing on the cover and even the way it’s all held together. The content really pulls together all elements of the new branding, from the fantastic collection of photography to the way we portray our key USPs through copy. This is a really showstopping piece of print that demonstrates to new owners the quality they can expect across the board with Latitude50.
How does working with a marketing agency complement what you’re able to create in-house?
Here at Latitude50 we have a small and very creative team. It is brilliant to see our ideas come alive through the graphic design provided by the team at Nixon. It’s also great to be able to call upon extra resources as and when needed. The breadth of experience that the Nixon team has collectively is enormous – I think we’ve utilised the entire team at one point or another! We’re particularly appreciative of the team’s technical skills, which have been vital in ensuring our new booking system works seamlessly with the website.
How important do you think marketing has been to your recent success?
Marketing is of such importance in our industry. As an agency we’re not only marketing to guests but also to property owners. Our new brand has really helped showcase our offering and demonstrates how we go above and beyond what the competition does. There’s no doubt that this marketing has greatly contributed to company growth, both in terms of increased occupancy and increased value of our property portfolio.
Our marketing resulted in a Silver award for Excellence in Digital Marketing at last year’s Cornwall Business Awards, and has also played a large role in our recent success at the Tourism Excellence Awards. In our first year of entering, we received Gold in the Self-Catering category at the Cornwall awards and went on to achieve Silver at the South West awards. Recognised as England’s toughest judging process, our digital and print marketing was scrutinized in regard to innovation, information and ease of use.
South West Tourism Awards Judge
The Latitude50 offering is focused on high-end quality, desirability and lifestyle seekers with an emphasis on targeted, cutting-edge marketing to property owners and guests alike, with attention to detail and service clearly being delivered. The properties are superbly presented through beautiful branding, print and digital with fabulous video content. Availability, pricing and booking online are all simple to complete.