Bath and Bristol are located only 12 miles apart and only 12 minutes by train, with a complementary offer across contemporary culture and heritage. One city is an established heritage destination, and the other a city rising in reputation for its contemporary culture and lifestyle. But this positioning is over simplistic and leading to missed opportunities for both cities. The benefits of working together are compelling, and so that is what the two DMOs have done.
One airport serves both cities and the drive is on in a partnership between Bristol Airport, Visit Bristol, Visit Bath and the Cultural Destinations partners to see how working collaboratively might tap into high prospect and future growth international markets.
This is the first time that the two cities have joined forces with the airport.
Our task was to identify the market opportunity through consumer and travel trade research in the first instance – and then use that information to create a joint visual identity and messaging.
The result is a flexible identity, guidelines and toolkits to help all the partners to present a consistent, coherent, easy to understand joint offer for the French and German markets.