Our work began with an extensive immersion process, utilising the findings of market research (carried out among target audiences) and two interactive workshops involving CATA’s member attractions. In this way, we were able to delve more deeply into the main CATA brand, its sub-brand Best Days Out Cornwall (BDOC), and the effectiveness of its current marketing.
From these foundations, we developed brand values, brand purpose and an authentic personality that members recognised. With so many different attractions writing copy for the BDOC brand, it was also essential to create an impactful but easy-to-use tone of voice, with clear guidelines, that would help to carry the communications forward.
We then created a full visual identity, based on extensive research and insights from the workshops. The new logo focuses on the pride in Cornwall that CATA has, with imagery centred around enjoying time as a family.
Looking for something a little more informative to offer tourists than its competitors, the team gave us the challenge of providing people with a Best Days Out Cornwall guide that they would get value from, and find useful for their entire trip.
A great deal of research was conducted into the needs of tourists in Cornwall, and we used this to our advantage when it came to making decisions about the content of the guide. We also put together a marketing channel strategy for the team, to guide them through the next phase of changes within the association.
Association members overwhelmingly supported the new CATA brand, which has been rolled out across its communications. As a part of this, the latest BDOC brochure is an informative, handy guide for tourists to keep with them for their whole visit. From location-based categories down to a holiday checklist for kids, it’s a keepable guide with something for the whole family.