We want to reflect the way 1066 Country is today and to speak directly and confidently about the place and what it has to offer the visitor. The more consistent we are in our tone of voice the more we reinforce the 1066 Country story.
The aim is to help you tell your own stories in an engaging way. Of course, your own business, organisation or attraction may have developed its own tone of voice that speaks to your own special audiences, but we believe that the 1066 Country tone can work well when conveying messages about the area as a whole and what it has to offer.
Upbeat
Realistic
Imaginative
There are plenty of positive messages to send, so we should be upbeat, honest and inspiring when writing about 1066 Country. We should avoid clichés and typical tourism hype.
The truth is always stronger, and people need to have realistic expectations of what they can find in 1066 Country. But that does not prevent us using language in a creative way too. The more we use our imaginations the better – we can evoke experiences through the senses and emotions as well as simply describing places, attractions and events.
Think about…
…what visitors are looking for: something that is motivating, but also factual information.
…what is most important: express ideas clearly without being effusive.
and...
...refer to colours, textures, sounds and smells and how we associate them with different experiences.
...keep text short and direct, particularly online.
Read about our imagery...
