Visit Pembrokeshire is the first Destination Management Organisation in Wales. Launched in 2020 it is a business led public/private sector partnership focussed on growing sustainable tourism for the benefit of all. mr.h was appointed in March 2021 to advise on strategy and deliver a campaign that will enable tourism to contribute positively to local communities and the environment.
Amongst other things Pembrokeshire hosts Britain’s only Coastal National Park,186 miles of walkable coastline, protected marine environments, innumerable heritage sites and many more sites of outstanding natural beauty. A rich cultural heritage adds to the multi-dimensional offer, yet it is best known for its beautiful beaches and appeal to families during the summer.
Our brief was to help attract a different type of visitor – by appealing to people whose values and aspirations reflect those of the destination and whose interests make it likely that they would consider visiting at any time of the year.
In a destination like Pembrokeshire Tourism is everyone’s business: the public and private sectors are interdependent. Therefore, the starting point for the new strategy was a series of workshops involving stakeholders from across the entire tourism economy: businesses, trade bodies, NGO’s and other organisations focussed on delivering services or economic value to local communities.
From this groundwork we evolved a completely new brand model that incorporates a carefully observed brand truth and recognises that as well as seeking experiences that are unique and authentic audiences also want travel occasions to contribute positively to their own sense of wellbeing.
This fresh take on what makes Pembrokeshire special has been rolled out across all brand touchpoints including the website and social media. Additional support comes in the form of a digital toolkit, brand guidelines and a new image library all of which are designed to help stakeholders, their agencies and media communicate a sense of place.
The new brand was launched successfully at a high-profile public meeting in October 2021 and reaction from all parts of industry has been overwhelmingly positive.
The new narrative is now reflected in a busy social content calendar that is bolstered with influencer and eCRM support. Several films have been commissioned to help articulate the year-round proposition and B2B comms designed to encourage local business to engage with Visit Pembrokeshire have also been implemented. Finally, benchmark research has been undertaken that will enable us to measure progress towards the very ambitious goals that have been set. Early indicators such as social media growth and consumer sentiment are encouraging – watch this space.