The Client

A quick getaway

This brochure presents a captivating view of the Isle of Wight and the New Forest to draw in tourists and day visitors, stressing both the gamut of activities on offer and the ease of getting around by public transport.

The work was commissioned by Southwest Trains, the Department of Transport and the local tourist authorities.

The problem

The client had gathered a mass of information from different stakeholders (from rural bus companies to hotels and pony-trek operators.) It needed to be co-ordinated, streamlined, stripped of jargon and rewritten with sparkle and energy.

The answer

We out into practice our mantra of ‘thinking like the customer’ to imagine the sights, smells and tastes awaiting visitors; we used vivid descriptive language and we kept the messages simple.

The result

The brochures are now available all over the South Coast in rail stations and tourist offices. They give a real flavour of the fun to be had on the Isle of Wight and in the New Forest, and have prompted a rise in bookings.

The copy offers an enchanting image of these destinations, for example:

It’s easy to fall in love with the Isle of Wight

“Just 10 minutes across the Solent lies the wonderful Isle of Wight, a stunning landscape of big skies, rolling hills, white cliffs and blue seas. Perfect for a weekend break or a long summer holiday, deep relaxation or fun-packed activities.
It’s so easy to reach and there’s so much to do.

Best of all, great public transport means you can leave the car behind.

Much of the Island is designated an Area of Outstanding Natural Beauty. You’ll find some of the best scenery in England, with 500 miles of footpaths, picturesque villages, thatched cottages, beautifully preserved churches and lots of fresh, clean air.

And everywhere, the sea is calling you. Swim off award-winning beaches, learn to kayak or share in the excitement of Cowes Week, one of the biggest sporting events in the world, or the spectacular Round the Island yacht race.We’re also one of England’s best-kept surfing secrets.

This small and perfectly formed island hosts the famous Isle of Wight rock festival, the popular indie Bestival, a garlic festival and countless carnivals (actually, more per capita than anywhere else in the UK.) For thrills try kite-surfing or a rollercoaster ride. There’s even the majestic Isle of Wight Steam Railway.”

Portfolio themes: brochure copywriting Isle of Wight; brochure copywriter Isle of Wight; brochure copywriting New Forest; brochure copywriter New Forest.