Staffordshire has much to offer visitors from action-packed days at theme parks such as Alton Towers to the dramatic landscapes of the Peak District. But as a tourist destination, it had been largely overlooked. Public and private sector organisations, collaborating in a destination management partnership, were determined to put Staffordshire on the map.

Our brief was to give the county a strong and unique identity that would sum up the sheer diversity of what it had to offer and to develop a marketing strategy not just to attract visitors to an individual leisure destination, but encourage them to explore the county more widely. Winning the constructive involvement of a wide variety of stakeholders was key to successful implementation.

To capture the diversity of the Staffordshire offer, we created a core proposition of ‘a world of possibilities,’ which guided the creation of a vibrant playful identity, featuring some of the many activities that could be enjoyed. This was flowed through into a range of lead applications and a three-year marketing strategy to grow the brand.