We have produced the Isles of Scilly Guide since 2013. The isles have a strong base of passionate brand advocates and this publication speaks mainly to them, but also introduces new visitors to Scilly. Our strategy was to build credibility long term, with strong value-driven quality journalism rather than superficial marketing. The project is planned carefully each year with an editorial strategy led by Wolf Rock and built on core brand values as well at tactical messaging. Photoshoots are planned to co-ordinate with this publication schedule and then ‘cascade’ into PR and online.