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Sense of Place Toolkit Clwydian Range Sense of Place Toolkit 2 Sense of Place Toolkit http://www.clwydianrangeaonb.org.uk/brandcentral/ Clwydian Range Sense of Place Toolkit 2 “The Clwydian Range is one of Britain’s most What is this enchanting landscapes, special not only for its document for? majestic line of hills but also for the delightful This Sense of Place Toolkit is one of a series of four documents that mix of wildlife sustained in the beautifully describe the Clwydian Range branding programme: varied scenery.” • Brand Review and Definition Iolo Williams – BBC and S4C nature presenter – qualities to be communicated and current branding practice – positioning, values, proposition and messages for the brand • Brand Guidelines – graphic standards and corporate guidelines, including the logo “I have got wonderful memories of the area. • Communications Strategy – expression of the brand across all major media The Clwydian Range is a really beautiful part • Sense of Place Toolkit of Wales and one that more people should – practical materials for use in engaging with the brand sample - and will enjoy.” A strong branded identity for the Clwydian Range, consistently applied, Ian Rush, Liverpool and Wales footballing legend strengthens the positioning and promotion of this special landscape, helping both visitors and locals to appreciate what the area offers. This toolkit is intended to help local businesses and organisations represent and promote the Clwydian Range positively and accurately to all the people that they deal with, especially visitors to the area. “Whatever the weather, the Clwydian Range is The kit includes Clwydian Range graphics, photography, themes, text definitely a highlight of our wonderful Welsh and template documents for use in all sorts of promotional materials, countryside and well worth a visit!” such as websites, leaflets and advertising. Derek Brockway – Weatherman Walking, BBC Wales http://www.clwydianrangeaonb.org.uk/brandcentral/ Clwydian Range Sense of Place Toolkit 3 Contents 1. Sustainable tourism 4 5. The Range story in words 8 in the Clwydian Range and pictures Clwydian Range, upland 5.1 The Range 9 frontier of North Wales, 5.2 Landscape 12 is an unmistakable 2. 5 5.3 Views 15 How to use this toolkit chain of purple heather- 5.4 Nature 19 5.5 History 21 clad summits topped 3. Clwydian Range in a nutshell 6 5.6 Activities 23 by Britain’s most 5.7 Community 25 dramatically situated 5.8 Attractions 27 hillforts and linked by 4. 7 5.9 Learning and Caring 29 Participating in Clwydian Offa’s Dyke Path National Range initiatives 5.10 Getting here 31 Trail. Famous for its stunning views, this is one 6. Design guidance 33 of the least discovered yet most welcoming and easiest to explore of the 7. Further information 33 and assistance UK’s finest landscapes. This publication is part of a series of documents designed to define and ensure consistency when communicating the Clwydian Range brand. Brand Review & Definition Brand Guidelines Sense of Place Toolkit Communications Strategy http://www.clwydianrangeaonb.org.uk/brandcentral/ Clwydian Range Sense of Place Toolkit 4 1. Sustainable tourism in the Clwydian Range The Clwydian Range Sense of Place toolkit Why is this important to This is one of Britain’s finest protected The term sense of place is intended local businesses? “ The Clwydian Range landscapes, renowned for its purple, to convey an area’s unique feel and As the landscape highlight of north east Area of Outstanding heather-clad summit chain, dramatically appearance, all the things that together Wales, the Clwydian Range is a powerful situated hillforts and wonderful views. make it special and different from other Natural Beauty is magnet drawing visitors to the region, The Range is a very special area to places. This toolkit is one element of a encouraging them to spend more time our greatest asset in live in, to work in and to visit. This is branding programme aimed at encouraging here, stay in local accommodation, take promoting sustainable reflected in its status as one of just five sustainable tourism in and around the advantage of local services and enjoy designated Areas of Outstanding Natural Clwydian Range. The programme seeks to tourism in Flintshire local attractions. This toolkit is designed Beauty in Wales, which alongside the bring clarity, impact and consistency to the to help local businesses and organisations & Denbighshire, three National Parks are the country’s way that the Range is communicated to take advantage of the Range’s pulling bringing almost most treasured landscapes. all people interested in visiting this special power for sustainable tourism. scenic area. £500million each year into the local economy. Sustainable tourism The kit provides the wherewithall for local Managing Clwydian Range requires great people to talk about and illustrate the I believe that by using care in balancing the needs of tourism, special qualities of the Range within their this toolkit effectively farming, recreation, conservation, the own visitor communications. It includes we can greatly community and the local economy. It’s Clwydian Range graphics, photography, therefore essential that any development themes, text and template documents for encourage visitors to of tourism in the area is sustainable. In use in all sorts of promotional materials, appreciate and enjoy other words, that it does not diminish such as websites, leaflets and advertising. all that the Clwydian the special qualities for which the area is cherished or detract from the lives of We hope you find it helpful in making your Range has to offer.” those that live and work here. offering a special part of our many visitors’ David Scruton - Chairman, Clwydian Range experience. Clwydian Range Tourism Group http://www.clwydianrangeaonb.org.uk/brandcentral/ Clwydian Range Sense of Place Toolkit 5 2. How to use this toolkit Your Sense of Place toolkit is intended In case it helps, here are a few ideas Introduce visitors to the Countryside to be flexible. We’ve tried to design it for how you might help the visitors you Code and the concept of the Access so that it’s easy for you to find what you meet make the most of their time in the Land. Encourage them to visit the need and then straightforward to start Clwydian Range. Country Parks. using it. Encourage your visitors to experience Promote the Clwydian Range using As you go through this document the wilder, less visited parts of the Range photographs and pictures of this you’ll find photos, illustrations, themed – provide walking guide books and wonderful landscape. Illustrate the information, branding guidance and Ordnance Survey maps of the area. changes brought to the area by the template documents that we hope you’ll changing seasons. find helpful. In many cases you’ll find Direct them to some of the ”not to be links that lead you on to more specific missed” places listed in this toolkit. Use Clwydian Range locations as names information either within the toolkit DVD for your rooms or items on your menu to or stored elsewhere on the internet. Find out about special walks and events evoke these special places. run by the Clwydian Range team. The toolkit is also available for download Downloading text Downloading images from the World Wide Web, so that as new Make sure you let your visitors know The information and images used in this On pages where you can download material is added you can easily get hold about events happening in and around toolkit can be downloaded, allowing images, you will see this symbol in the of updated versions of the kit. the Range, especially those directly you to print them off or use them when bottom left corner of the page. connected with the landscape. offline. To download a copy of any text Keeping much of the more detailed from this toolkit look for this symbol in information on the World Wide Web Recommend the best places to eat and the bottom left corner of the page. makes it a lot easier to keep it up to date drink in and around the Range, especially and saves you the bother of needing to those that give a real sense of the replace your DVD with new versions. community spirit here and promote fresh, local produce. To download an image for print or web, click the link You know your visitor audiences much below each image. better than we do, so you are the best Provide copies of Clwydian Range Click here to download the judge of how to deal with them, what information leaflets and other printed text resources for this page. This symbol means that the images on information is useful and when to provide materials relating to the landscape. that page may be downloaded. To do it. The tools in this kit should help you Clicking on this symbol will allow you to this you can click on the links below each to do this more easily and with more Inform visitors about the Countryside download a text document of the page image, which are the coloured words certainty about the content that relates to Code and the concept of Access Land. being viewed. Print and Web. the Clwydian Range landscape. Encourage them to visit the Country Parks. http://www.clwydianrangeaonb.org.uk/brandcentral/ Clwydian Range Sense of Place Toolkit 6 3. Clwydian Range in a nutshell What’s special about the Peaceful open space… Protection for its special qualities… This unspoilt, uncrowded landscape This is one of Britain’s finest landscapes, Clwydian Range? “ The Clwydian Range offers a rare sense of breathing space designated an Area of Outstanding is one of Britain’s most and tranquillity to revive the body and Natural Beauty. Where it is and what it looks like… uplift the spirit.
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