VisitEngland and the AA published a hospitality best-practice magazine aimed at hotel and B&B owners, restaurants and attractions. While useful and informative, the magazine itself was not reflecting the best practice it promoted among readers. Stories featured unimaginative headlines, long blocks of text and very few incentives to read. A bold new approach was required to deliver important messages and align the publication with its values.
Coast Copywriting delivered a complete new editorial strategy for the magazine, which now also included online content. We introduced many different feature formats including long-form interviews, Q&As, web-style ‘7 ways’ tips and more. In every case, strong headlines, subheads, tips boxes and quotes ‘sold’ the story to readers. We conceived feature ideas, wrote and commissioned features, edited all work for quality and delivered a superior finished product to the client.
The relaunched magazine was a huge success with the audience. Key findings from a survey undertaken by VisitEngland included:
It was a delight and pleasure to read. Having only been in the industry a short while and running my business singlehanded, I found it a well of reassurance and a mine of information.
