We have provided content services for both the 2016 and 2017 annual directories for Best Loved Hotels. In collaboration with our client, we devised a creative approach, then executed the project by drawing on our strong contacts with some of the UK’s top travel writers. We wrote, commissioned and edited a series of mini-essays, lyrical descriptions of experiences that reveal quintessential aspects of each region, supplemented by summaries of must-sees and lesser-known attractions in each area. For the most recent 2017 directory, award-winning writers including Sophie Butler, Sarah Barrell and Harriet O’Brien wrote about a variety of topics as diverse as a boat trip along the North Norfolk coast, Jane Austen’s house, and a journey back in time to the Industrial Revolution at Ironbridge. The features, which were launched with a social media campaign carrying the hashtag #undiscoveredbritain, have appeared in print and online.
Photo: Jamie Street