The challenge
To tap into a rapidly growing global tourism industry, England’s Historic Cities needed a positioning, name and identity for a world class English tourism product to encourage more young adults to look beyond London and explore regional England and its historic cities through five inspiring multi-destination trips by rail, that are hassle-free and easy to book.
The solution
England Originals was designed to deliver an ‘authentic, off-the-beaten track experience’ which balanced the appeal of heritage and fun. Based around ‘exploring the path less travelled’ the brand identity communicates the unique, original, one-of-a-kind experiences that England’s Historic Cities have to offer. The solution was an eclectic, type based identity which brought out the individual characters of the cities and highlighted the uniqueness of the five different routes.
