Project Overview

The Discover Summer at St. Aldwyn's Cathedral campaign was created to demonstrate how a heritage organisation could promote its events, visitor experiences and community activities through a coordinated marketing campaign. Each deliverable was designed to support a specific stage of the visitor journey, from building awareness and encouraging bookings to enhancing the on-site experience.

 

Why I Chose Each Communication Channel

Rather than relying on a single marketing channel, the campaign uses a mix of digital and print materials to reach different audiences throughout their journey.

• Website Landing Page

The website acts as the campaign's central hub, providing detailed event information, booking links and practical visitor information. Its purpose is to convert interest into action by making it easy for visitors to explore events and plan their visit.

• Event Page

The dedicated event page allows individual events to be promoted in greater depth. Clear information hierarchy, concise copy and prominent calls to action make it easy for visitors to find key details and purchase tickets.

• Email Newsletter

The newsletter helps maintain relationships with existing visitors and supporters by sharing upcoming events, heritage stories and visitor updates. It encourages repeat visits while strengthening engagement with the cathedral community.

• Visitor Leaflet

The printed leaflet provides visitors with an easy-to-follow guide during their visit, combining practical information with storytelling to encourage exploration of the cathedral's history, architecture and facilities.

• Print Poster

The poster raises awareness within the local community by promoting a flagship event through strong visual impact and concise messaging, encouraging people to book tickets or visit the website.

• Social Media Campaign

Social media focuses on generating awareness and engagement. A combination of promotional, educational and community-focused posts helps reach both new and existing audiences while encouraging traffic to the website.

• Digital Screen Graphic

The digital display supports visitors once they arrive on site. It promotes current events, highlights key visitor information and encourages additional participation during their visit, such as joining a guided tour or visiting the café.

 

Keeping the Brand Consistent

A consistent visual identity was maintained across every deliverable to create a recognisable and professional campaign.

• Colour Palette

  • Forest Green for heritage and trust

  • Heritage Gold for highlights and calls to action

  • Warm Cream backgrounds for readability

• Typography

The combination of Cinzel for headings and Lato for body copy reflects the cathedral's historic character while remaining clear and accessible.

• Photography

Photography was carefully selected to create a consistent atmosphere, using warm natural or darker evening lighting, architectural details and welcoming visitor imagery throughout the campaign.

• Graphic Elements

The same logo, icon style, buttons, spacing and visual hierarchy were applied across all materials to reinforce the St. Aldwyn's Cathedral brand regardless of platform.

 

Adapting Content for Different Audiences

Each communication channel was tailored to meet the needs of its intended audience.

• Families: Friendly language, activity-focused messaging and imagery featuring children exploring the cathedral.

• Heritage Visitors: Historical storytelling, architecture, guided tours and restoration updates.

• Music Enthusiasts: Detailed concert information, performer highlights and clear ticket information.

• Local Community: Volunteer opportunities, seasonal events and repeat visitor content.

• Tourists: Practical information including opening times, accessibility, café facilities and visitor guides.

This approach ensures that while the visual identity remains consistent, the messaging is adapted to the motivations of different visitor groups.

 

Accessibility Considerations

Accessibility influenced both the written content and visual design throughout the project.

Key considerations included:

• Clear heading hierarchy to improve readability.

• High colour contrast between text and backgrounds.

• Legible font sizes across both print and digital formats.

• Plain English copy with short paragraphs and concise language.

• Consistent navigation and button styles.

• Clear icons supporting written information rather than replacing it.

• Accessibility information included wherever visitors may need it, such as wheelchair access, hearing loops and accessible facilities.

These choices help ensure the campaign is welcoming to as many visitors as possible.

 

Measuring Campaign Success

If this campaign were delivered for a real organisation, success could be measured using a combination of digital analytics and visitor feedback.

Website

• Increase in website visitors.

• Event page views.

• Average time spent on event pages.

• Ticket booking conversion rate.

Email

• Open rate.

• Click-through rate.

• Newsletter subscriptions.

Social Media

• Reach and impressions.

• Engagement rate.

• Website link clicks.

• Event enquiries.

Visitor Experience

• Event attendance.

• Visitor feedback.

• Café and gift shop visits.

• Leaflet uptake.

• QR code scans from posters and digital screens.

Tracking these measures would help evaluate the effectiveness of each communication channel and identify opportunities for future improvements.

 

Project Reflection

This project demonstrates my ability to plan and deliver an integrated marketing campaign across multiple channels while maintaining a consistent brand identity. Throughout the campaign I considered not only the creative design of each asset, but also its purpose, audience and role within the wider visitor journey. By combining engaging copywriting, thoughtful visual design and accessible communication, I aimed to create a campaign that reflects the welcoming, educational and community-focused values of a heritage organisation.