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The Great West Way

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The Great West Way The Great West Way An introduction for tourism businesses and destinations River Thames at Marlow Contents Introducing the 3 Introducing the Great West Way 4 The Great West Way Value Proposition 5 Our Target Visitors Great West Way 6 Visitor Benefits 7 The Great West Way in a Nutshell Bluebell Wood, near Pewsey - Our Brand Narrative 8 Our Brand Model VisitWiltshire has been leading on developing What you read here has been informed by the But this isn’t just a brand guide. Helen Ochyra, 10 The Great West Way Checklist a new touring route which will join up many expert advice of the Great West Way Steering one of the UK’s leading travel journalists, 12 Great West Way Route of England’s iconic destinations and Group, tested with consumer focus groups brings the Great West Way to life for us in 14 Introducing the Great attractions along a corridor west of London in Berlin and New York and comprehensively a specially commissioned feature article. West Way Experience through to Bristol. This is one of a number sense-checked with the travel trade. We also include example visitor journeys to 16 The Great West Way - by Helen Ochyra of successful projects made possible by HM illustrate the many different ways the Great 22 Wandering through English Wonders Government’s £40m Discover England Fund, To help develop a clear and motivating West Way can be experienced and enjoyed. administered by VisitEngland proposition, we also spoke to partners and 26 The England of your Imagination (www.discoverenglandfund.org). stakeholders across the Great West Way Thank you to all the destinations and the 28 The Great West Way by Rail route. We are grateful to everyone who took industry along the route who have helped us 30 A Weekend on the Great West Way We’re pleased to mark the completion of the time to share their advice and experience develop the Great West Way experience. We 32 Explore Futher this preparatory work with the publication with us, whether individually or at a Great now look forward to working with you to bring of this introduction to the Great West Way. West Way Workshop. the Great West Way to life for our visitors. It’s a guide to the Great West Way offer for “Inbound travellers talk tourism businesses, DMOs and the travel In these pages, we describe our target visitor David Andrews a lot about meeting the trade. It summarises the route’s proposition type, summarise the benefits the product Chief Executive, VisitWiltshire people, seeing the country, and is intended to be a foundation for future provides and present the brand model that experiencing the culture.” development and marketing activity. defines the Great West Way proposition. - Mangrove for VisitEngland 2 3 Alton Barnes White Horse Our Target he three segements share a Tcommon interest - to discover Visitors the real England. This is how we describe the Great West Way in terms of this visitor mindset. ur consumer testing • Cultural Adventurers For lovers of England. Oshowed a clear link between • Lifestyle Travellers For travellers with a desire to discover. the Great West Way Value • Mature Experience Seekers The “what’s around the corner-ers” Proposition and the needs and the “who will I meet today-ers”. Not the “A-to-B-ers”. The Great West Way of three VisitEngland target market segments: For travellers who believe the journey Value Proposition is as remarkable as the destination. For those who love stories - hearing Bath others’ tales, creating and sharing their own. For those who believe the everyday can The Great West Way links London Those who want to explore further, delve be extraordinary. and Bristol. It follows a 125-mile route deeper and uncover the essence of England. based on one of the first Great Roads For the curious and the inquisitive. commissioned by the Kings of England. The Great West Way offers an extraordinary Those who like to go deeper, to see variety of English experiences not found in and feel and do and try and taste for themselves. Along the Way, everyday England rubs any other part of the country. For seekers of the real, the authentic shoulders with world-famous heritage. and the very essence of England. The Great West Way is for curious travellers searching for the real England. Balloon Festival, Bristol 4 5 Eton College Visitor The Great Benefits West Way in Windsor Castle, Windsor a Nutshell he Great West Way makes RATIONAL BENEFITS: EMOTIONAL BENEFITS: it easy for visitors to get to T Our Brand Narrative know our part of England. Concentrated Exploration On the Great West Way, travellers are never Every twist and turn in the Great West Way more than a few minutes away from an brings the satisfaction of discovering a new ollow the paths taken by on their doorsteps, serving craft ales and extraordinary attraction or an authentic chapter in England’s story. generations of travellers local farm food. Churches which have The Jane Austen Centre, Bath F English experience. and discover an essential watched over their parishes for centuries. Enrichment strand of England. Independent shops and galleries filled with Choice The Great West Way is the best way to explore contemporary designs and creations. The Great West Way offers an extraordinary and get to know the English way of life. Based on one of the first Great Roads variety of English experiences. It reveals the commissioned by the Kings of England, You don’t have to travel far to explore further contemporary and the historic, the cities and Empathy the Great West Way winds its way through and delve deeper into England. The Great the countryside. It can be explored by train, by To follow the Great West Way is to understand lush green landscapes filled with the West Way links London with Bristol through car or by coach, by boat, on foot or by bike. the essence of a nation and become an world-famous and the yet-to-be-discovered. 125 miles of twists and turns and new England Insider. Touch Royal Windsor, Roman Bath and discoveries. Explore by road, by railway or Connected timeless Stonehenge, immerse yourself in by waterway. Slow right down, base yourself The Great West Way is easy to join and easy English village life and Bristol’s city energy. along the route, walk it or cycle it. to follow. It passes by both Heathrow and Bristol airports. It’s accessible for visitors On the Great West Way, extraordinary history Welcome to the real England. It’s England travelling from the Channel ports, or rubs shoulders with everyday life. Traditional undiluted. It’s England concentrated. visitors already based in London. pubs and inns with World Heritage Sites The Green, Calne 6 7 Behaviours n M tio ak ra e lo Ea xp sy E C le o b n Pillars a C n ry u e n e r c E v a t o t i c e o d is n D s England Concentrated A u Brand idea t n h a e n m K t u e ic H s e e p i r it to R S ea te l ea Cr Vale of Pewsey Our Brand Model t the heart of the Great West Way is the brand idea: England AConcentrated. An extraordinary variety of attractions and experiences in a compact area — all within easy reach for our visitors. The Brand Pillars are the recurring Authentic themes that should guide the development The Great West Way is rooted in the highways of Great West Way experiences. and byways travelled by generations and commissioned by Kings. Discovery The Great West Way lets travellers uncover Human England and the English for themselves. The Great West Way lets travellers meet England and the English. To hear our stories Curated and create their own. The Great West Way points the way to a real English experience, leading visitors through The Behaviours define the things the England’s story. Great West Way needs to do to deliver its promise to visitors. 8 9 Malmesbury Abbey The Great West Way Checklist Kennet & Avon Canal ur checklist to use when Variety Authenticity Odeveloping or communicating A Great West Way experience should The Great West Way is rooted in history. It future Great West Way experiences. never be repetitive. The concentrated variety follows travellers’ routes used for centuries, visitors will experience along the route is the routes that brought druids to Stonehenge, To be true to the Great West Way brand a key strength. drovers to market, Georgian Society to Bath idea, visitor experiences should always and our industrial revolution to the world. help reinforce these messages. Narrative The Great West Way tells an important strand Experience of England’s story. It isn’t simply a collection The Great West Way is about much more than of places to visit. the places you visit. It’s about the experience of England. Independence We are not prescriptive about how to Englishness experience the Great West Way. It works And finally, the Great West Way delivers just as well for independent travellers as a concentrated essence of England for travel trade programmes. and Englishness. Contrast The Great West Way connects England’s icons. But is also reveals everyday England. Swan Upping Boats, Marlow 10 11 Stratford-upon-Avon Cheltenham Blenheim The Great West Oxford C ot s w olds s rn Way Route e l t h i e C Th Cliveden Marlow Westonbirt Clifton Suspension Bridge Windsor Malmesbury STEAM Castle LONDON Swindon Henley Dyrham Castle on Thames Park Eton Combe Wantage College BRISTOL Chippenham AVEBURY Windsor Calne Legoland SS Great Britain Marlborough Heathrow KEW Corsham Runnymede GARDENS Bowood Ascot Lacock K Racecourse mes enn a Hungerford et & A R h Bristol von Canal ive r T BATH Devizes N o ROMAN BATHS r th We owns Westwood Highclere ss ex D A4 Great West Road World Heritage Sites Manor Castle Great Western Railway Airports River Thames STONEHENGE & AVEBURY Areas of Outstanding Beauty WORLD HERITAGE SITE Kennet & Avon Canal Cheddar Gorge The Great West Way Corridor BRISTOL LONDON Longleat Walking Trails Stourhead Cycling Route 12 Salisbury 13 Sherston, Cotswolds here are many different Visitors can follow the route on their own Introducing Tways to travel the Great or with help from an expert tour operator.
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