Case study: Tourist attraction and cafe launch and marketing management in Monmouthshire
Client: Wyndcliffe Court Sculpture Gardens
What we did
We created, launched and managed all of the marketing for this brand new tourist attraction in the Wye Valley including strategy, branding, website, social media, PR, graphic design, photography, comms, email marketing, exhibition coordination and events.
The challenge
Planning and launching a new tourist attraction and cafe with no existing brand presence and a tight budget. The goal was to build awareness, attract visitors and establish Wyndcliffe as a must-visit destination while fostering strong connections within the local community and tourism sector.
The objectives
- Develop a strong brand identity and marketing strategy
- Launch and manage a professional website and social media presence
- Attract visitors, press coverage and collaborations with local businesses
- Coordinate exhibitions, events and PR campaigns
- Produce high-quality content and visuals for multiple channels
- Create and manage all marketing, design and media relations
Our strategy
Launching Wyndcliffe Court required careful planning and a structured timeframe, with marketing activities mapped out well in advance of each exhibition and seasonal opening. Our plan included branding, content creation, PR, events, social media and community engagement to ensure maximum impact. Key elements included defining the gardens’ unique positioning, building partnerships with local businesses and attractions and creating integrated campaigns across print, digital and social channels.
The implementation
Planning: We developed a full marketing strategy to launch Wyndcliffe Court as a must-visit tourist destination. We created all of the branding, built a website, set up social media accounts, created press releases and managed all of the public relations, designed and managed the printing and distribution of all printed materials, did all the photography, coordinated sculptor outreach and communications, carried out email marketing and organised many events including press preview evenings. It was a very rewarding role, working with a dynamic team in a stunning location and it became a hugely successful business.
Branding: We created a logo and brand guidelines, messaging and tone of voice
Events: Organised press and preview evenings prior to the opening of each show, giving journalists and select invitees early access to view the sculptures in advance. They were always wonderful events and allowed us to meet, greet and show journalists around without members of the public being there. The sculptors were often there as well allowing them to discuss their works and they generated a real buzz. Plus we made a lot of sales on those preview nights!
Public relations: Coordinated and managed press visits and coverage, including featuring in The Telegraph’s ‘Top Ten Sculpture Gardens in the UK’ in the first year using one of my photos
Website and copywriting: Managed website design and build, wrote all copy for website, brochures, newsletters, articles for various publications, blog posts, social media and press materials
Photography: Captured high-quality images in-house, even on a tight budget, to showcase sculptures, gardens and events. Of course, the subject matter was so beautiful that it wasn’t a tough job!
Graphic design: Designed brochures, leaflets, flyers, posters, banners, signage, menus, maps and exhibition guides for each show. We ran three sculpture shows per year each requiring a guide to the gardens, sculptures and sculptors. I designed an A5 brochure of around 32 pages with information on the house and gardens, a map and a section on each of the sculptors which visitors were handed when they arrived.
Cafe, shop, art gallery and visitor experience: Enhanced visitor experience with quality food, local crafts and art, creating a welcoming space that encouraged longer stays and purchases. We understood the importance of a good cafe. It’s one of the reasons why garden centres are so popular. The priorities were hot tea and coffee, good cake, simple food, somewhere for people to escape to from any bad weather and rest in comfort without forcing them back to their cars and somewhere to give them more time to ponder making a purchase. The walls were displayed with local art and we sold a range of crafts and jewellery too. Our chef also made the most delicious cakes – her gluten free lemon and lavender cake was the best and she often saved me a piece which was very welcome after a long day.
Collaborations: Built relationships with local businesses, other sculpture gardens and tourism providers, promoted cross-visits, local products and created an itinerary to encourage multi-garden tours. I have always recognised the power of collaboration and encouraged clients to connect with other businesses and not class them as competition. Doing this was one of our great successes at Wyndcliffe. I connected with a wide range of local businesses and invited them all for a visit. We welcomed the owners of other tourist attractions, accommodation providers, hospitality owners, tour guides, tourism associations, shop owners and more. We also took the time to visit them and find out about what they did. We had a leaflet display and a section on the website with information about them. Wyndcliffe did not have any accommodation and only served light lunches so this meant we were able to recommend and direct customers to nearby places to stay and eat as well as other things to do. We collaborated with other local gardens Veddw and Wye Valley Sculpture Garden to promote each other and raise awareness of the trio of fabulous gardens within a few miles of each other. We even created an itinerary so that people could visit all three in one day, perfect for group coach tours which we began welcoming in 2013. We also stocked a range of local delicacies including the delicious Brooke’s Dairy ice cream from just up the road.
The results
- Wyndcliffe Court Sculpture Gardens quickly became a well-known tourist destination in the Wye Valley
- Positive regional press coverage as well as targeted national such as The Telegraph and gardening magazines
- Successful events with high attendance and sales during previews
- Strong partnerships with local businesses and attractions, creating a collaborative tourism network
- High-quality branded content across print, digital and social channels
- Repeat visitors and expanded awareness through engaging exhibitions and community outreach