With online shopping going from strength to strength, and out-of-town retail centres and megastores on the increase, brick-based high streets and towns are having a hard time. The challenge for Truro was to re-establish its brand position as the first-choice for shopping and business for local communities, and to put it on the map more assertively as a ‘must do’ day-trip destination for Cornwall’s visitors. We radically re-thought the existing Truro Guide – evolving it from being a passive annual guide book – to a consumer-focussed seasonal “guide-a-zine”, supported sustainably by relevant local advertising. This seasonal publication is distributed three times a year throughout the city and across the county in tourist racks, service stations and supermarkets. It’s packed with topical features, news and events, and show cases the very best independent shops and eateries this great little city has to offer! All content, design and advertising is managed by the Wolf Rock team.