Tetbury Partnership Tourism Group (TPTG) engaged apt for a fixed term contract to work alongside the Town Council team, to develop a strong brand and produce an integrated marketing strategy to help the town compete effectively for the tourist pound; specifically competing with the ‘classic’ Cotswold destinations such as Stow-on-the-Wold, Burford and Bourton-on-the-Water.
To develop a recognisable brand and a strategy to promote it, in order to raise the town’s profile domestically and internationally to increase local trade, increase tourism and visitor footfall, as well as increasing the number of nights that visitors stay in Tetbury.
apt consulted and worked closely with the TPTG, which comprised Town Council members, as well as local stakeholders such as local businesses and town residents. We established the town’s USPs, the local knowledge base available and stakeholders’ personal availability to support the project.
A new ‘VisitTetbury’ brand was developed and launched as a robust umbrella brand, with sub-brands for local attractions and businesses to promote themselves. apt delivered a two year strategy for different Working Groups within the town, to capitalise on web, email marketing, pr and joint marketing opportunities.
The new brand was been applied across marketing collateral such as the Visitor’s Guides, the website and Food Festival materials. The brand and its strategy were well-received by the Tetbury stakeholders, as well as industry stakeholders and the Working Groups, including Tetbury Town Council members, ensure that VisitTetbury continues to thrive.